AEPJ CM3

The Changing American Society: Values

CHANGES IN AMERICAN CULTURAL VALUES

MARKETING STRATEGY AND VALUES

Self-Oriented Values

Americans have been active, materialistic, hardworking, religious people inclined toward abstinence and postponed gratification.

Environment-Oriented Values

Americans have traditionally admired cleanliness, change, performance, risk taking, problem solving, and the conquest of nature.

Other-Oriented Values

American society has been oriented toward individualism, competitiveness, masculinity, youth, limited families, and uniformity. However, several aspects of this orientation are undergoing change.

Green marketing generally involves developing products whose production, use, or disposal is less harmful to the environment than the traditional versions of the product

Green Marketing

Cause-Related Marketing

Refer to the application of marketing principles and tactics to advance a cause, such as a charity, an ideology, or an activity

Marketing to Gay and Lesbian Consumers

As Americans in general are shifting to valuing diversity, they are increasingly embracing ethnic, religious, racial diversity and acceptance is the gay and lesbian community

Gender-Based Marketing

Gender roles in the United States are shifting. It’s hard to imagine that just one or two generations ago, the prevailing stereotype of an automobile purchase involved a male making the purchase alone

Religious/Secular

Sensual Gratification/Abstinence

Postponed/Immediate Gratification

Hard Work/Leisure

Material/Nonmaterial

Active/Passive

Problem Solving/Fatalistic

Admire/Overcome Nature

Risk Taking/Security

Cleanliness

Tradition/Change

Performance/Status

Limited/Extended Family

Masculine/Feminine

Youth/Age

Diversity/Uniformity

Competition/Cooperation

Individual/Collective

Product Issues

Communication Issues

Market Segmentation

Product Strategy

Marketing Communications

Retail Strategy

Arce Perez Jimena Carolina

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