CHAPTER THREE

The
Changing
American
Society:
Values
The Changing American Society: Values
McGraw-Hill/Irwin

Copyright 2004 by The McGraw-Hill Companies, Inc. All rights reserv

Consumer Insight 3-1

To what extent are vegetarianism and a

vegetarian orientation influenced by valu
es?
In 10 years, will vegetarianism and a
vegetarian orientation be more or less co
mmon than now? Why? Will they ever b
ecome the norm? Why or why not?

CHAPTER

Traditional, Current, and Emerging Values

Self-Oriented
Active

ECT*

Passive

Material

C E

Hard work

Nonmaterial
E

Leisure

Postponed gratification T

E C

Sensual gratification

C E

Humorous

TC

T
E

* T = Traditional, E = Emerging, and C = Current

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Immediate gratification
Abstinence
Serious

Traditional, Current, and Emerging Values

Environment-Oriented
Maximum cleanliness
Performance

TCE*
T

Minimum cleanliness
E

Status

Tradition

E C T

Risk taking

Problem solving

Admire nature

Fatalistic
C

* T = Traditional, E = Emerging, and C = Current

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Security

CE
E

Change

Overcome nature

Traditional, Current, and Emerging Values

Other-Oriented
Individual

EC*

Limited family

Collective

TEC

Adult

Extended family
T

Competition

T C E

Youth

Masculine

EC

Cooperation
E

Age
E

* T = Traditional, E = Emerging, and C = Current

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Child

Feminine

Green Marketing
Inventing New ways to conduct business
Between a rock and a hard place
Commitment or Politics?

CHAPTER

Cause-Related Marketing
The application of marketing principles and
tactics to advance a cause such as a:
Charity
Ideology
Activity

CHAPTER

Consumer Insight 3-2

Why is there so much demand for SUVs, which are

not environmentally friendly, when American values st

rongly support environmental protection?
Why is demand for hybrid cars such as the Insight and
the Prius so low relative to the demand for an SUV
such as the Excursion?
How should a company such as Ford balance the
ethics of providing environmentally sound products wi
th the need to provide consumers with the products the
y desire in order to remain profitable?

CHAPTER

Marketing to Gay and Lesbian Consumers

Population Estimates:

Product Issues
Communication Issues

CHAPTER

Gender Roles

10

Feminism and the role of Women

Traditional and Modern Orientations
Who Does the Buying?

CHAPTER

Discussion: Green Marketing

11

What are the primary ethical

issues involved in
green marketing?

CHAPTER

Discussion: Cause-Related Marketing

12

Cause-related marketing is done

to enhance the firms sales or
image. This has caused some
to consider it to be unethical.
What is your position?

CHAPTER