Mar 3503 Lecture Notes - Lecture 14: Reference Group, Acculturation, Marketing Strategy
Document Summary
Introduction to the environment: the environment and interpreted environment. Refers to all the physical and social characteristics of a consumers" external world; includes: physical objects, spatial relationships, social behavior of other people. Can be analyzed at two levels: at the macro level, environment includes large-scale, broad factors such as: General landscape: at the micro level, environment refers to the tangible physical and social aspects of the immediate surroundings, aspects of the environment, the social environment. Includes all social interactions between and among people: macro and micro social environment. The macro social environment refers to the indirect and vicarious social interactions among very large groups of people; it includes culture, subculture, and social class. The micro social environment refers to the face-to-face social interactions among smaller groups of people such as families and reference groups. Families and reference groups are influenced by the macro social environments: flows of influence in the social environment, the physical environment.
