Changing American Society: VALUES-
Do you believe American's concern for the environment is a stronger value then their materialism? Yes or No and Why?
1) What is a cultural value? Do all members of a culture share cultural values?
2) Describe the current American culture in terms of each of the 18 values discussed in this chapter.
a. Individual/collective:
b. Performance/status:
c. Tradition/change:
d. Masculine/feminine:
e. Competition/cooperation:
f. Youth/age:
g. Active/passive:
h. Material/nonmaterial:
i. Hard work/leisure:
j. Risk taking/security:
k. Problem solving/fatalistic:
l. Admire nature/overcome nature:
m. Diversity/uniformity:
n. Postponed gratification/immediate gratification:
o. Sensual gratification/abstinence:
p. Religious/secular:
q. Limited/extended family:
r. Cleanliness:
3) How is voluntary simplicity related to the materialism value? What are the marketing implications of voluntary simplicity? Do these implications vary by product class?
4) What is green marketing?
5) What values underlie green marketing?
6) How is enviropreneurial marketing related to new product success and market share? Link this to the value of green marketing in creating a competitive advantage.
7) Describe the basic conflict between the environmental movement and many businesses.
8) What is cause-related marketing? Why is it often successful?
9) What are the major decisions a firm faces with respect to the gay market?
10) What is meant by gender?
11) What is gender identity?
12) What is a gender role?
13) How does an ascribed role differ from an achievement role?
14) What is happening to male and female gender roles in America?
15) What are the differences between a traditional and a modern gender role orientation?
16) Describe a segmentation system for the female market based on employment status and gender role orientation.
17) What are some of the major marketing implications of the changing role of women?