MKTG 425 Lecture 2: MKTG425-lecture2-chapter3
10 Mar 2017
School
Department
Course
Professor
Document Summary
Value: belief that some condition is preferble to its opposite. Ex-gross national happiness vs gross d p. A custom ; white dress for wedding [huge product industry around. A more ; strongly accepted in society; if violated/not cool; cueing in london/ would be chastised if not in line; culture holds to be true and consequences if not. A convention ; idea of first come first serve to get beach chair/lounger vs german violating convention by leaving towel there overnight so they don"t have to wake up early to reserve seats. Cooptation : what trends currently are on edge and have moved in to mainstream or are heading to mainstream. Many examples u dont need to memorize^ Marketeers always looking for this in order to capitalize on it. Fabletic apparel/ colorful yoga pants seen outside of yoga and pilates class at class or grocery store. Idea of ua putting out outlets to get consumers /// more ua outlets than nike.
