Term
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Definition
- widely held beliefs that affirm what is desirable
- value shifts |
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Term
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Definition
- USDA set standards
- Consumers are younger, better educated, fits their lifestyle
- 2/3 of Americans have tried it |
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Term
| Changes in American values |
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Definition
- self-oriented
- environment oriented (economic, technical, physical)
- other oriented (appropriate relationships between individuals and groups) |
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Term
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Definition
- Religious/secular
- sensual gratification/abstinence
- postponed/immediate gratification
- material/nonmaterial
- hard work/leisure
- active/passive |
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Term
| Environment oriented values |
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Definition
- cleanliness
- tradition/change (we accept change, but aging population is less receptive)
- risk taking/security
- problem solving/fatalistic (we are a problem solving society)
- admire/overcome nature
- performance/status (status brands are less popular today) |
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Term
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Definition
- individual/collective (we are an individual society)
- diversity/uniformity
- limited/extended family
- youth/age (we have an aging population)
- competition/cooperation
- masculine/feminine |
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Term
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Definition
- green marketing
- cause related marketing (linking your product to a cause)
- marketing to gay and lesbian consumers
- gender based marketing |
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Term
| 3 ways to do green marketing |
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Definition
1) Less harmful product than the previous one
2) Product has a positive impact
3) Product is tied to environmental organization or event
- Dawn example |
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Term
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Definition
Makes sure businesses are following through with their 'green' claims
- Crackdown on third party certifications and seals
- Few products live up to consumer perceptions |
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Term
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Definition
| When a company makes a 'green' claim that isn't true |
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Term
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Definition
1) Eco-Centrists and respectful stewards
- highly motivated and willing to pay more for eco-friendly
2) proud traditionalists and frugal earth mothers
- motivated by efficiency, practicality, and family
3) Eco-villians
- very dismissive of environmental concerns |
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Term
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Definition
ex) Children's Miracle Network at Publix
- Sceptic: doesn't believe money is going where they say it's going
- Balancer: believes in CRM, but does little
- Attribution oriented: slightly skeptical, but uses best judgment to determine which firms are genuine
- Socially concerned: slightly skeptical, but support CRM |
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Term
| Marketing to gay and lesbian consumers |
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Definition
- Big market
- A lot more marketers are starting to target them
- Product modifications may be necessary
- Communication issues (which magazines are you going to use for your ads?) |
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Term
| Questions to ask before marketing to gay and lesbians |
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Definition
1) Does the product need to be modified to meet their needs?
2) Should the firm use its standard ads?
3) Should it advertise in gay media using gay themes?
4) To what extent should the firm be involved in the gay community?
5) Should its ads in mainstream media include gay themes? |
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Term
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Definition
- shift in roles > things aren't as male-dominant as they used to be
- Roles are ascribed (you don't have control over your gender)
- traditional vs. modern orientation |
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Term
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Definition
- traditional housewife (content)
- trapped housewife (mixed feelings)
- trapped working woman (proud of financial contribution, sad about missed opportunities)
- career working woman (feels pressed for time) |
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Term
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Definition
- differences between men and women
- women pay attention to tone, men pay attention to message
- Men are more control oriented
- women are more group oriented
- today, most women make or greatly influence most purchasing decisions |
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Term
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Definition
- Majority work outside the home
- Want convenience
- difficult to reach (low media consumption)
- Balance of family and work
- Segments (stay at home, plan to work, just a job, career oriented) |
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Definition
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