Changing American Society: VALUES
1) What is a cultural value? Do all members of a culture share cultural values?
Cultural values are widely held beliefs that affirm what is desirable. They impact our daily activities. They are not shared by all members.
However, they are common to the main body of the culture even though there are significant variations between subcultures.
2) Describe the current American culture in terms of each of the 18 values discussed in this chapter.
a. Individual/collective: More collective than in the past but still strongly individualistic.
b. Performance/status: Moving back toward a strong performance emphasis.
c. Tradition/change: Hesitation to accept all change as positive, but still strongly change oriented.
d. Masculine/feminine: Shifting away from a strongly masculine dominance.
e. Competition/cooperation: A reduction in the competitive orientation of the society but still basically competitive.
f. Youth/age: Movement away from youth toward more of an older orientation.
g. Active/passive: Strong active orientation remains.
h. Material/nonmaterial: Indications that some Americans are putting less emphasis on materialism though it is still a dominant value.
i. Hard work/leisure: Leisure activities are seen as being somewhat more rewarding and necessary than in the recent past.
j. Risk taking/security: Somewhat reduced emphasis on security than in the recent past.
k. Problem solving/fatalistic: People basically feel they can affect and, to some extent, control the world around them.
l. Admire nature/overcome nature: We are more prone to admire nature, to coexist with it, and to learn from it.
m. Diversity/uniformity: The orientation has shifted from uniformity toward diversity.
n. Postponed gratification/immediate gratification: Many Americans who postponed gratification during the recent recession are less willing to do so now even if their financial situation would suggest otherwise.
o. Sensual gratification/abstinence: Increased tolerance and acceptance of sensual gratification seems to be continuing.
p. Religious/secular: Generally, American society is secular though there are strong religious influences.
q. Limited/extended family: Americans have a limited family orientation compared to many other cultures.
r. Cleanliness: Cleanliness is viewed as being extremely important.
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?
The U.S. continues to possess the characteristics of a consumption society. However, there is some evidence that the strong value on material possessions is moderating with some consumers due to role overload, burnout, and emotional exhaustion. These consumers are rethinking their priorities and consciously simplifying their lives. Although voluntary simplicity involves a small segment of the overall population, its growth holds economic and marketing consequences. For example, eBay and other outlets have helped to satisfy the demand for second-hand products. Marketers must track then needs of these consumers including increased demand for green products. Luxury products seem more likely to be affected by voluntary simplicity than are necessities, though within-category differences could also exist (voluntary simplicity increasing eating at home but decreasing meals at fancy restaurants).
4) What is green marketing?
Green marketing generally involves one or more strategies: (1) developing products whose consumption, use, or disposition is less harmful to the environment than traditional versions of the product, (2) developing products that have a positive impact on the environment, or (3) tying the purchase of a product to an environmental organization or event.
5) What values underlie green marketing?
Individual and environmental organizations often focus on a subset of five concerns: (1) solid waste disposal, (2) air/ water pollution, (3) resource depletion, (4) chemical additives, or (5) harm to nature. These concerns are primarily based on the environment-oriented value of admiring nature.
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.
Enviropreneurial marketing is environmentally-friendly marketing practices, strategies, and tactics initiated by a firm to achieve a competitive differentiation. Research shows that such a marketing approach leads to increased new-product success and increased market share. Thus, like green marketing, enviropreneurial marketing taps into the environmentally-conscious consumers' values and can improve firm performance particularly among those segments of consumer concerned with the environment.
7) Describe the basic conflict between the environmental movement and many businesses.
The basic thrust of environmentalism is the "three Rs" - reduce, reuse, recycle. Two of the three core thrusts of the environmental movement thus conflict with the objective of most businesses, which is growth in sales and profits. This conflict between producing and conserving mirrors the conflict between the value Americans place on the environment and their materialistic orientation.
8) What is cause-related marketing? Why is it often successful?
Cause-related marketing (CRM) is marketing that ties a company and its products to an issue or cause with the goal to improve sales and corporate image while providing benefits to the cause. Companies associate with causes to create long-term relationships with their customers, building corporate and brand equity that should eventually lead to increased sales. Cause-related marketing is often effective because it is consistent with several strongly held America values. A common theme in most CRM programs is the presentation of a problem such as breast cancer, AIDS, or pollution and an action that individuals can take to help solve the problem. This theme ties directly into America's strong problem solving orientation. It is also consistent with a focus on individualism - CRM programs tend to encourage individuals to take individual actions that can contribute directly to the
solution of the problem. The specific cause being promoted often taps other cultural or individually held values or concerns.
9) What are the major decisions a firm faces with respect to the gay market?
There are a number of decisions a firms faces with respect to any diverse group of consumers. The gay market is no different. Questions that need to be addressed by a firm include: Does the product need to be modified in any way to meet the needs of this market? Should we advertise in gay oriented media using our standard ads or gay themes? To what extent should we be involved in gay community activities? Should our major media ads include ads with gay themes?
10) What is meant by gender?
Sex and gender are used interchangeably to refer to whether a person is biologically a male or female.
11) What is gender identity?
Gender identity refers to the traits of femininity (expressive traits such as tenderness and compassion) and masculinity (instrumental traits such as aggressiveness and dominance). These traits represent the ends of a continuum and individuals have varying levels of each trait with biological males tending to be toward the masculine end of the continuum and biological females toward the feminine end.
12) What is a gender role?
Gender roles are ascribed roles based on a person's gender. They are the behaviors considered appropriate for males and females in a given society.
13) How does an ascribed role differ from an achievement role?
A role is a prescribed pattern of behavior expected of a person in a given situation by virtue of the person's position in the situation. Ascribed roles are based on an attribute over which the individual has no control; achievement roles are based on controllable performance criteria.
14) What is happening to male and female gender roles in America?
They are becoming more similar, with the female role moving closer to the traditional male role.
15) What are the differences between a traditional and a modern gender role orientation?
Traditional = a marriage with the husband assuming the responsibility for providing for the family, and the wife running the house and taking care of the children.
Modern = a marriage where the husband and wife share responsibilities - each works and shares homemaking and child responsibilities.
16) Describe a segmentation system for the female market based on employment status and gender role orientation.
Traditional housewife: not employed outside the home and has a tradition gender role orientation and is generally content.
Trapped housewife: not employed outside the home but has a modern gender role orientation and is generally frustrated.
Trapped working wife: employed outside the home but has a traditional gender role orientation and is generally not content.
Career working woman: employed outside the home, has a modern gender role orientation and is generally content.
17) What are some of the major marketing implications of the changing role of women?
Many products are losing their traditional sex typing. There is an increased importance on convenience, more independence in purchase decisions, increased male involvement in shopping and household duties, increased importance of leisure, and increased affluence of dual earner households.