MCS 2020 Chapter 8: Chapter 8 Marketing Information Management Notes.docx

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2020
• Professor: M.J

Document Summary

Your name, birthdate, parents, drivers license number. Might be a nickname, pen name, or a symbol. On a basic level, we are all the same but upon closer inspection we are all different. Behavioural characteristics describe one way to differentiate ourselves but there are other ways as well . The collection of biological attributes, cultural traditions, observable circumstances, and institutional attachments that you acquire over your lifetime combine to form your identity. Governments need to differentiate their citizens, employers their employees, banks their patrons, schools their students etc. Gary marx proposed 7 methods to identify people: name: legal names distinguish us from eachother. Also connect us to our biological or social linage: location: can be identified by our addresses. This can also relate to places we frequent. E. g artifacts like badges/uniforms separate police officers from regular people. Nature of identity is so important b/c its closely tied to privacy.