MKTG 305 1st Edition Lecture 27 Outline of Last Lecture I. African AmericansII. Hispanic AmericansIII. Asian AmericansIV. Religious SubculturesV. Age and Consumer IdentityVI. TweensVII. GEN YVIII. Baby BustersIX. Baby BoomersX. The “Gray” MarketOutline of Current Lecture I. Understanding CultureII. MythsIII. RitualsIV. Rites of PassageV. Sacred and Profane Consumption Understanding Culture:Culture: the accumulation of shared meanings, rituals, norms, and traditions among membersCulture is the lens through which we view productsOne’s culture determines product priorities and mandates a product’s success/failureUnderstanding Culture: Four DimensionsThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- Power Distance(Way members perceive differences in power when they form interpersonal relationships)- Uncertainty Avoidance(Degree to which people feel threatened by ambiguous situations)- Masculine versus Feminine(Degree to which sex roles are clearly delineated)- Individualism versus Collectivism(Extent to which culture values the welfare of the individual versus that of the group)http://geert-hofstede.com/countries.htmlMyths:Myth: a story containing symbolic elements that represent the shared emotions/ideals of a cultureConflict between opposing forcesOutcome is moral guide for peopleMarketers create own myths:McDonald’s golden arches = sanctuary to Americans around the worldStartup myths for Nike, Apple ComputerRituals:Rituals: sets of multiple, symbolic behaviors that occur in a fixed sequence and that tend to be repeated periodicallyMany consumer activities are ritualistice.g., trips to StarbucksCollege campus ritualse.g., tailgating at football gamesRitual artifacts (items needed to perform rituals)e.g., Wedding cake, birthday candles, diplomas, online gift registriesGrooming Rituals:All consumers have private grooming ritualsAid transition from private to public self (or back again)Inspires confidence, cleanses body of dirtBeauty rituals reflect transformation from natural state to social world or vice versaGift-Giving Rituals:A consumer buys a product, meticulously remove its price tag, carefully wrap it, then deliverit to a recipientEvery culture prescribes certain occasions and ceremonies for giving gifts (e.g., birthday, wedding)Self-giftsrewarding ourselvesHoliday Rituals:Marketers find ways to encourage gift givingChristmasHalloweenValentine’s Day – 2/14White Day (Korea) – 3/14Singles Day (China) – 11/11Rites of Passage:Rites of passage: special times marked by a change in social statuse.g., wedding, death, divorce, etc.http://www.cnbc.com/id/101141374Practices vary across cultures but are rich in symbolic valueSacred and Profane Consumption:Sacred consumption: involves objects and events that are set apart from normal activities that are treated with respect or awe (e.g., religion related objects and events)Profane consumption: involves consumer objects and events that are ordinary and not specialDesacralization:when a sacred item/symbol is removed from its special place or is duplicated in mass quantities (it becomes profane)religion has somewhat become desacralizedFashion jewelryChristmas and Ramadan as secular, materialistic occasionsSacralizationSacralization:ordinary objects, events, and people take on sacred meaninge.g., Elvis Presley (in Memphis)Objectification through collectionsCollecting: systematic acquisition of a particular object or set of