MKT 400 Study Guide - Final Guide: Elaboration Likelihood Model, Enculturation, Mental Representation

• School: Ryerson University
• Department: Marketing
• Course: MKT 400
• Professor: Steven Chuang

Document Summary

Consumer culture: commonly held societal beliefs that define what is socially gratifying gives meaning to objects and activities. Socialization: learning through observation and the active processing of. How is culture learned? information about lived, everyday experience. Enculturation: the most basic way a consumer learns their own native culture. Glocalization: idea that marketing strategy may be global but the implementation of that strategy at the marketing tactics level should be local. Micro-culture: a group of people who share similar values and tastes that are subsumed within a larger culture. Age-based micro-culture: people of the same age tend to share similar values and consumer preferences. This is especially true of teens and seems to apply across nations leading to a world teen culture. Cohort: a group of people who have lived the same major experiences, which end up shaping their core values: marketers pay close attention to generational effects in order to successfully promote products to each cohort.