Module 2 Marketing Culture

Culture: The accumulated values, knowledge, beliefs, customs, objects, and concepts of a society. Culture shapes consumer behavior by providing a framework for understanding and interacting with the world. It includes both tangible items (e.g., tools, housing) and intangible concepts (e.g., laws, morals).
Sub-Culture: Groups of individuals whose characteristic values and behavior are similar, but also differ, from those of the surrounding culture. Subcultures can be based on factors such as age, ethnicity, religion, or lifestyle. Understanding subcultures is crucial for targeted marketing efforts.

Enculturation: Learning your own culture. This process starts at a young age and continues throughout life, influencing everything from food preferences to purchasing habits.
Acculturation: Learning a new/foreign culture. This often occurs when individuals move to a new country or are exposed to different cultural environments. - Theory of Reasoned Action example (unspecified in the transcript).

Reverse Acculturation: Home society impacted by other cultures. This can lead to changes in local customs and traditions as foreign influences are integrated.

Map illustrating the most popular terms used for soft drinks by county: - "Pop"
- "Coke"
- "Soda"
- "Other"

Data based on 120,464 respondents through March 1, 2003.
Spatial Graphics and Analysis Lab, Department of Cartography and Geography, East Central University (Oklahoma).

An organization’s obligation to maximize its positive impact and minimize its negative impact on society. This includes environmental stewardship, ethical labor practices, and community involvement.

Ethical: Do what is right. Companies should adhere to moral principles and avoid actions that could harm stakeholders.
Legal: Obey the Law. Compliance with all applicable laws and regulations is essential for maintaining legitimacy.
Economic: Be profitable. Businesses need to be financially sustainable to continue operating and contributing to society.
Philanthropic: Be a good citizen. Supporting community initiatives and charitable causes can enhance a company's reputation and social impact.

Cause-Related Marketing: The practice of linking products to a particular cause on an ongoing or short-term basis. This can increase brand awareness and customer loyalty while supporting a worthy cause.
Green Marketing: The specific development, pricing, promotion, and distribution of products that do not harm the natural environment. This appeals to environmentally conscious consumers and promotes sustainability.
Strategic Philanthropy: A more focused approach to charitable giving, aligning with the company's mission and values to maximize social and business impact.

Preconventional Morality (More Childlike): - Based on what will be punished or rewarded.
- Self-centered, calculating, selfish. Individuals at this level make decisions based on direct consequences to themselves.

Conventional Morality: - Moves toward the expectations of society.
- Concerned over legality and the opinion of others. Individuals at this level seek to maintain social order and conform to societal norms.

Postconventional Morality (More Mature): - Concern about how they judge themselves.
- Concern if it is right in the long run. Individuals at this level make decisions based on their own ethical principles and values, even if they conflict with societal norms.