Chapter III "The changing American Society: Values

Chapter III "The changing American Society: Values

1. CHANGES IN AMERICAN CULTURAL VALUES

   • cultural values, widely held beliefs that affirm what is desirable. Therefore, it is neces- sary to understand the underlying value shifts to understand current and future consumer
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2. Marketing to Gay and Lesbian Consumers

   • As Americans in general are shifting to valuing diversity, they are increasingly embrac- ing ethnic, religious, and racial diversity. Another group gaining increased public accep- tance is the gay and lesbian community (we follow business press convention and refer to gay and lesbian consumers as the gay market). .
   • Overall, 52 percent of Americans feel that gay and lesbian relations are morally acceptable, up from 40 percent in 2001

3. Self-Oriented Values

   • Beginning after the end of World War II and accelerating rapidly during the 1970s and early 1980s, Americans placed increased emphasis on leisure, immediate gratification, and sensual gratification.

4. Environment-Oriented Values

   • Environment-oriented values prescribe a society’s relationship with its economic, techni- cal, and physical environments. Americans have traditionally admired cleanliness, change, performance, risk taking, problem solving, and the conquest of nature
   • While this cluster of values remains basically intact, there are some important shifts occurring.

5. Other-Oriented Values

   • Other-oriented values reflect a society’s view of the appropriate relationships between individuals and groups within that society.
   • Historically, American society has been ori- ented toward individualism, competitiveness, masculinity, youth, limited families, and uniformity. However, several aspects of this orientation are undergoing change.

6. MARKETING STRATEGY AND VALUES / GREEN MARKETING

   • Marketers have responded to Americans’ increasing concern for the environment with an approach called green marketing.
     • developing products whose production, use, or disposal is less harmful to the environment than the tra- ditional versions of the product
     • developing products that have a positive impact on the environmen
     • tying the purchase of a product to an environmental organization or event. For example

7. Cause-Related Marketing

   • (CRM), is marketing that ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause

8. Gender-Based Marketing

   • gender roles in the United States are shift- ing. The shift is going both ways, with more women taking on traditionally male-oriented tasks and more men taking on traditionally female-oriented tasks. It’s hard to imagine that just a few generations ago, the prevailing stereotype of an automobile purchase involved a male making the purchase alone.
     • Today, women influence 80 percent of all vehicles sold, make over half of all new vehicle purchases (up from 20 percent in 1984), and purchase 40 percent of all SUVs