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MKT 400 Chapter 16: Chapter 16 Notes

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26 Feb 2012

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Ryerson University

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Document Summary

Culture is the accumulation of shared meanings, rituals, norms and traditions among the members of an organization or a society. Consumption choices simply cannot be understood without considering the cultural context in which they are made; culture is the lens through which people view products. The effects of culture on consumer behaviour is so powerful and far reaching that its importance is sometimes difficult to grasp or appreciate. Consumer s culture determines the overall priorities he/she attaches to different activities and products. A product that provides benefits to its desired members of the culture has a much better chance of attaining acceptance in the marketplace. for ex: tv dinner; hinted at changes in family structure, cosmetics made of natural materials that are not animal tested; reflects consumers apprehension about pollution, waste and animal rights. Culture is not static, it is continuously and synthesizing old ideas with news ones. Culture system consists of 3 functional areas: ecology:

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Related Questions

Which of the following is a psychological influence on the consumer behavior decision process?
A. Culture
B. Reference groups
C. Lifestyle

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Services refer to

A. intangible activities or benefits provided to consumers in exchange for other services or nonmonetary payments.

B. intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value.

C. philanthropic activities performed in without expectations of monetary remuneration.

D. any intangible activity that provides a benefit to a consumer that he or she could not have obtained or performed on his or her own.

E. any tangible activities that provide a benefit to a consumer that he or she could not have obtained or performed on his or her own.

B. intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value.

Which of the following statements about global brands is most accurate?

1. A global brand is marketed under different brand names for every market.

2. A global brand alters the product or service formulation for each country.

3. A global brand has marketing programs that are coordinated in each individual country where the service is sold to ensure a consistent customer experience.

4. A global brand uses the same product formulation or service concept across multiple countries and cultures.

5. A global brand is a collaborative effort among several different multinational firms to ensure that semiotic mistakes do not occur.

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