MKTG 305 1st Edition Lecture 28Outline of Last Lecture I. Understanding CultureII. MythsIII. RitualsIV. Rites of PassageV. Sacred and Profane Consumption Outline of Current Lecture I. Cultural SelectionII. Fashion Life CyclesIII. Meaning in other CulturesIV. Global MarketingCultural Selection:Global mass media influence our choicesProduct PlacementInsertion of specific products and use of brand names in movie/TV scripts http://www.youtube.com/watch?v=4LFQIoc49ZMTelevisionHelps consumer socializationPopular TV programs reflect cultural phenomenaHeavy TV viewers tend to have high materialistic values. Characters on television shows tendto be richer, younger, and more attractive.Fashion Life Cycles:Fashion acceptance cycle (using music as example):Introduction stage: small number of music innovators hear a songAcceptance stage: song enjoys increased visibilityRegression stage: song reaches stage of social saturation as it becomes overplayedThese 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.Classic: fashion with an extremely long acceptance cycleFad: short-lived fashionComparison of Acceptance of Fads, Fashions, and ClassicsTransferring Product Meanings to Other Cultures:Innovations have no geographic boundariesAdopt a standardized strategy (e.g., Starbucks)Adopt a localized strategy: stress on variations across cultures (e.g., Disneyland in Paris, in Hong Kong)Cultural Differences Relevant to Marketers:People around the world develop their own unique preferencesMarketers must be aware of a culture’s norms regarding sensitive topics such as taboos and sexualityGlobal Marketing:Consumers in different countries do not use products the same waySignificant cultural differences can show up within the same countryAffluent “global citizens” exposed to ideas around the world through travels, business contacts, and media experiencesCoca-Cola has been successful in crafting a single, international image
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