Functionalism and Consumption

Functionalism and Consumption

1. Segmentation

   • Marketing efforts at 'segmentation' and 'target marketing' are essentially structuralist as they focus on the commonalities of consumer groups rather than individual differences

2. Responsible marketing

   • Boundaries in consumption structures are maintained by subtle codes of taste and expectation, backed up by the threat of ridicule or censorship

3. Marketing as part of an organised behvaiour system

   • Wroe Alderson - Widely recognised 20th century marketing theorist
   • All marketing ativitity and interaction within an organisation was seen as part of an organised behaviour system
   • Every aspect of marketing can be understood within the framwork of such a system