Culture is the accumulation of values, knowledge, beliefs, customs, objects, and concepts that a society uses to cope with its environment and passes on to future generations
- Culture includes:
- a) Tangible items such as food, clothing, furniture, buildings, and tools
- b) Intangible concepts such as education, welfare, and laws
- c) The values and a broad range of behaviors accepted by a specific society
- Because cultural influences affect the ways people buy and use products, culture affects the development, promotion, distribution, and pricing of products.
- International marketers must take into account global cultural differences.
- a) People in other regions of the world have different attitudes, values, and needs.
- b) International marketers must adapt to different methods of doing business and must develop different types of marketing mixes.
- Subcultures are groups of individuals whose characteristic values and behavior patterns are similar and differ from those of the surrounding culture.
- a) Subcultural boundaries are usually based on geographic designations and demographic factors.
- b) Marketers recognize that the growth in the number of U.S. subcultures has resulted in considerable variation in consumer buying behavior.
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