Review and Discussion Questions:

1. Define culture and contrast two approaches to cultural analysis: the content of the culture versus the cultural process. - Culture - mental frames and meanings shared by most people in a social group. In a broad sense, cultural meanings include common perspectives, typical cognitions (belief) and affective reactions, and characteristic patterns of behavior. - The Content of Culture includes the beliefs, attitudes, goals, and values held by most people in a society, as well as the meanings of characteristic behaviors, rules, customs, and norms that most people follow, while Cultural Process described how this cultural meaning is moved about or transferred between this places by the actions of the organizations (business, government, religion, education and by individuals in the society. 2. Identify a major change in cultural values that seems to be occurring in your society. Discuss its likely effects on consumers affect, cognitions and behaviors and on the social and physical environment. - In todays society there are lots of competitions, like in fast food chains. Because of having many poor citizens, many fast food chains changed their class so that they can have many customers. They changed their style that will complete the desire of the customers. 3. Select a product of your choice and discuss two implications of your analysis in question 2 for developing marketing strategies for that product. - Milk. Many children nowadays dont want to eat vegetables. Milk must have very good nutritional facts that can be a substitute for vegetables for the good and health of the children. They will not eat vegetable but once they drink milk they can gain nutrients like in vegetables. 4. Briefly describe one example of a price, product, and distribution strategy that moves cultural meaning into the product. - In price strategy, like in restaurants and fast food chains, they give coupons with discounts or a free meal for their customers. - In product strategy, like in cars, they design a car that will suit in the taste of the customers and will give comfort on them. - In distribution strategy, like some new companies, they do house to house strategy to recognize more of their products and so that they can talk and prove the benefits out of a particular product. 5. Select a print ad and analyze it as a mechanism for moving cultural meaning into the product. - Jollibee Print Ad. In their print ad you can see how colorful it was so that it will be good in the eyes of their customer especially for children 6. Choose a popular celebrity endorser and analyze the meanings being transferred to the product endorsed. - Sharon Cuneta on Nido. As a mom, she always wants to protect her children from sickness, for her children to be healthy and well. In it, she shows how a mom should take care of her children by giving them healthy drinks such as the milk shes endorsing. So some of the

consumers trust her that they tend to buy the product. They are assured that theyre choosing a good product for their child just like Sharon.

7. Select a holiday other that Christmas for example, Thanksgiving or Independence Day. Discuss the major cultural values reflected in this holiday celebration. What rituals did your family perform in this holiday, and how did they create meaning? - All Saints Day/All Souls Day. On this holiday, people usually reunites with their families and go to the cemetery to visit the tombs of their relatives who passed away, remembering the times when theyre alive and well. They lit candles and pray for them. They celebrate with them even if theyre dead. 8. Think about what you do when getting ready to go out. Try to identify some grooming rituals you perform that involve certain products. How do you use some particular product (blow dryer, cologne, shampoo)? What implications might these rituals have for marketing this product? - I use shampoo everyday. I spend time putting on serums and other nurturing creams. Since Im using these stuffs, I tend to buy it more often. So, in marketing the product, marketers must know what the consumer prefer and they must enhance it. 9. Describe how possession rituals can transfer meaning from products to consumers. - Usually, some people wants to show off their precious possessions to other people and these people admire it and the owners were reassured that they made a good purchase. Possession rituals help create strong, involving relationships between products and consumers. 10. Describe a personal experience in which you performed a divestment ritual. What personal meanings did you remove through the ritual? - I have lots of special papers in my room. These papers some I didnt even use and Im having my doubts whether I should use it or not. It seems to me that these things are precious. So to get rid of this feeling, I just use it on my projects as a decoration or I just give it away if it is needed and I always put in mind that these are just papers. 11. Discuss how the three main approaches to dealing with cross-cultural factors in international marketing could be applied to the marketing of a soft drink such as Pepsi-Cola. Describe one problem with each approach. Which do you recommend? - First approach is Adapting Strategy to Culture which advocates modifying the product, the promotion mix, or any aspect of the marketing strategy to appeal to local culture. The second approach, the Standardizing Strategy across Cultures, often called as global marketing. It argues for marketing a product in essentially the same way everywhere in the world. Third approach is Changing the Culture. This suggests that marketing strategies can be developed to influence the culture directly. - I think the second approach is better in Pepsi-Cola because the advantage of using it is that it can lessen the marketing cost. Because of a lessen marketing cost, they can produce much more product.

Consumer Behavior and Marketing Strategy

Chapter 12 Cultural and Cross-Cultural Influence

Ausejo, Harold Bandola, Hazel

BSBA-MM I-3D Prof. Firmo Esguerra

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