2. Cultural values are widely held beliefs that affirm
what is desirable.
Observable shifts in behavior, including consumption
behavior, often reflect underlying shifts in cultural
values.
values
Therefore, it is necessary to understand the
underlying value shifts in order to understand current
and future consumer behavior.
4. Changes in American Cultural Values
Self-Oriented Values
Religious/Secular
Sensual Gratification/Abstinence
Postponed/Immediate Gratification
Hard work/Leisure
Material/Nonmaterial
Active/Passive
3-4
5. Changes in American Cultural Values
Environment-Oriented Values
Cleanliness
Tradition/Change
Risk Taking/Security
Problem Solving/Fatalistic
Admire/Overcome Nature
Performance/Status
3-5
6. Changes in American Cultural Values
Other-Oriented Values
Individual/Collective
Diversity/Uniformity
Limited/Extended
Youth/Age
Competition/Cooperation
Masculine/Feminine
3-6
7. Marketing Strategy and Values
Green Marketing
Cause-Related Marketing
Marketing to Gay and Lesbian Consumers
Gender-Based Marketing
3-7
8. (1) developing products whose
production, use, or disposal is
less harmful to the environment
than the 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.
9.
10.
11.
12.
13.
14.
15. Cause-Related Marketing
(CRM) is marketing that ties a
company and its products to
an issue or cause with the
goal of improving sales or
corporate image while
providing benefits to the
cause.
Cause-related sponsorship
(corporate spending toward
CRM) continues to rise, with
an increase from $120 million
in 1990 to $1.08 billion in
2005!
16.
17.
18.
19.
20. The gay market is estimated
to be approximately 5% - 7%
of the adult U.S. population,
or between 11 million and 16
million people over age18.
The purchase power of the
gay market has been
estimated at $610 billion.
21. Gender Identity versus Gender Roles
Ascribed versus Achievement Roles
Traditional versus Modern Gender Orientation
3-21
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A Huge increase in demand for organic food as believed to be more healthy
Most of companies began to produce more healthy food and drinks such as Pepsi and Coca-Cola who began to produce the green tea based drinks as well as the carbonated beverages
They have restricted roles for protecting the environment so we will find that most of the goods which produce a harmful waste during production are imported from outside the us not to affect the us environment negatively such as cements, steel and fertilizers.
Environment oriented values describe the society’s relation with its economic, technical, and physical environment.
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Traditionally Americans have been active , materialistic, hardworking, religious people, inclined toward abstinence and postponed gratification.
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According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; an example of this will be the existence of varying social, environmental and retail definitions attached to this term. Other similar terms used are Environmental Marketing and Ecological Marketing.
Thus "Green Marketing" refers to holistic marketing concept wherein the production, marketing consumption an disposal of products and services happen in a manner that is less detrimental to the environment with growing awareness about the implications of global warming, non-biodegradable solid waste, harmful impact of pollutants etc., both marketers and consumers are becoming increasingly sensitive to the need for switch in to green products and services. While the shift to "green" may appear to be expensive in the short term, it will definitely prove to be indispensable and advantageous, cost-wise too, in the long run.
There is no denying that green marketing is hugely relevant for companies nowadays according to the increased awareness towards the value of being less harmful to the environment, and the customer willing to even bay more for the environment friend or green products.
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Wittele proposed an innovative “Heineken-O-Mat” designed to motivate consumers to return/recycle bottles. Increasing the return rate of bottles and cans has a very positive effect on their environmental impact. This idea has the potential to engage all parties needed to make a real difference for Heineken, consumers, retailers, NGO’s, and of course, the planet.