MARK320 Lecture Notes - Lecture 15: Absolut Vodka, Snob, Sina Weibo

• School: University of Alberta
• Department: Marketing
• Course: MARK320
• Professor: utku atkok

Document Summary

Topic 15 - the creation and diffusion of culture. The movement of meaning instruments of movement advertising and fashion systems consumption rituals destinations of movement cultural values and symbols > consumer goods > individual consumer. Cultural gatekeepers cultural gatekeepers - responsible for ltering the over ow of information and materials for customers. Tastemakers in uence products consumers get to consider throughout sector movie critics interior designers disc jockeys retail buyers magazine editors but consumers have the ultimate say - consumerspace high culture and popular culture. Comparison of fads, fashions and classics fashion - slow acceptance, rapid acceleration, fading classics - longer acceptance cycle, buy more enduring fads - non-utilitarian, adopted on impulse, quickly accepted, diffuses rapidly, and short-lived. Ts with basic lifestyle changes a real bene t should be evident can be personalized not a side effect or a carryover effect important market segments adopt change.