Mkt Study Guide Exam 2 Ch 15

Front 1

Understanding Culture

Back 1

• Society’s personality
o Menaings, rituals, norms, and traditions
• Lens used to view products
• Products reflect cultural changes over time

Front 2

Cultural system function areas

Back 2

• Ecology
o Adapt to habitat
o Tech
• Social structure
o Order
o Family and politics
• Ideology
o Worldview and ethos
o Morals and aesthetics

Front 3

Cultural Dimensions

Back 3

• Power distance
• Uncertainty avoidance
• Masculine vs feminine
• Collectivist vs individualist

Front 4

Norms in cultures

Back 4

• Enacted
o Specifically chosen
• Cresive
o Discovered when we interact with others within a culture
• Customs
 norms handed down from the past that control basic behavior
 how we practice ceremonies
• mores
 custom with a strong moral overtone
 taboo... no cannibalism/incest
• conventions
 norms regarding the conduct of everyday life
 how to use utensils

Front 5

Cultural stories

Back 5

• Stories/ceremonies that help members make sense of the world

Front 6

Myths

Back 6

• Stories with symbolic elements that represent the shared emotions/ideals of a culture
• Story characteristics
o Conflict between opposing forces
o Outcome is moral guide for people
o Myth reduces anxiety by providing guidelines for behavior

Front 7

Functions of Myths

Back 7

• Metaphysical
o Origins of existence
• Cosmological
o All components of the universe are part of a single picture
• Sociological
o Maintain social order by authorizing social code to be followed by members of a culture
• Psychological
o Provide models for personal conduct

Front 8

Rituals

Back 8

• Sets of multiple, symbolic bhaviors; occur in a fixed sequence; tend to be repeated

Front 9

Rituals and Brands

Back 9

• Fortress brands are those that have become embedded in our ceremonies
• Can occur at several levels
• Reinforce religious values
• Support communal activities that affirm our membership in a group
• Small groups or in isolation

Ritual Artifacts

Front 10

Specific ritual types (Grooming rituals; gift-giving rituals; holiday rituals; rites of passage)

Back 10

• Grooming rituals
o Transition from private to public self
o Work self to leisure self
o Natural state to social world
• Gift-giving rituals
o Procure perfect object
o Meticulously remove price tage
o Carefully wrap it
o Deliver to receipient
o Form of...
• Economic exchange
 reciprocity
• Symbolic exchange
 Acknowledge relationship
• Social expression
• Holiday rituals
o Based on a myth with a character at center of story
o Marketers encourage gift giving
o Retailers elevate minor holidays to major ones to provide merchandising opportunities
• Rites of passages
o Special times marked by a change in social status
• Separation
 Detatch from group or status state
• Liminality
 Person in question is in between two states
• Aggregation
 Returns to society with his or her new status

Front 11

Stages of gift giving ritual (Structural; emergent)

Back 11

• Gestation
o Giver is motivated by an event to procure a gift
o Structural event
• Prescribed by culture (Christmas)
o Emergent event
• More personal
• Presentation
o Process of gift exchange when recipient responds to gift and donor evaluates response
• Reformulation
o Giver and receiver adjust the bond between them

Front 12

Sacred and Profane Consumption

Back 12

• Sacred
o Involves objects and events that are set apart from normal activities that are treated with respect or awe
• Profane
o Involves consumer objects and events that are ordinary and not special

Front 13

Sacralization

Back 13

• Occurs when ordinary objects, events, and even people take on sacred meaning

Front 14

Objectification

Back 14

• Occurs when we attribute sacred qualities to mundane items, through processes like contamination

Front 15

Collecting

Back 15

• Systematic acquisition of a particular object or set of objects

Front 16

Domains of sacred consumption

Back 16

• Sacred places
o Religious/mystical and country heritage
• Mecca, ground zero
• Sacred people
o Celebrities, royalty
• Sacred events
o Althetic events, religious ceremonies

Front 17

Sacred souvenir icons

Back 17

• Local products
o Regional wine
• Pictorial images
o photos
• Piece of the rock
o seashells
• Literal representations
o Mini icons
• Markers
o T-shirts

Front 18

Desacralization

Back 18

• When a sacred item/symbol is removed from its special place or is duplicated in mass quantities (Becomes profane)
o Souvenir reproductions
• Religion has somewhat become desacralized