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Global Consumer Culture Consumers & Consumption: The Tipping Point Announcements Cell Phones Attendance Syllabus Quiz Global Consumer Culture Marks of Globalization Dominant Culture Homogenizing of culture (regional vs. global) Defining Technologies Computerization Miniaturization Digitization Satellite Communications Fiber Optics THE INTERNET Defining Measurement Speed & Innovation Marks of Globalization Creative Destruction “. . .the perpetual cycle of destroying the old and less efficient product or service and replacing it with the new, more efficient ones” -Thomas Friedman Marks of Globalization Balances •Between nation-states •Between nation-states & global markets •Between individuals & nation-states Marks of Globalization Multi-dimensional •Politics •Culture •National Security •Finance •Technology •Environment Globalization “Globalization is the inexorable integration of markets, nation-states and technologies to a degree never witnessed before—in a way that is enabling individuals, corporations and nation-states to reach around the world farther, faster, deeper and cheaper than ever before, and in a way that is enabling the world to reach into individuals, corporations and nation-states farther, faster, deeper, cheaper than ever before.” -Thomas Friedman Globalization Implications of Globalization Implications of Globalization Implications of Globalization Implications of Globalization Implications of Globalization Implications of Globalization Global Consumer Culture "I don't want to buy anything, sell anything, or process anything as a career. I don't want to sell anything bought or processed, buy anything sold or processed, or process anything sold, bought or processed, or repair anything sold, bought, or processed. You know, as a career, I don't want to do that.” -Lloyd Dobler Consumer Behavior The study of the processes involved when individual or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. Who are Consumers? Buys something Uses something Is satisfied/delighted with something Something = usually a product or service Consumer NEEDS “A discrepancy between the customer’s present state (hungry) and some ideal state (satiated with Domino’s pizza)” External/social influences (culture, social class, group memberships, family, etc. Internal Influences (perception, motivation learning, attitudes, personality, lifestyle, age, etc. Consumer DESIRES WANTS External/social influences (culture, social class, group memberships, family, etc. Internal Influences (perception, motivation learning, attitudes, personality, lifestyle, age, etc. Consumption People buy products not for what theydo, but for what they mean Some Somethings Something = usually a product or service Consumer Decision Making Internal Influences: Perception Situational Influences: Motivation Physical Environment Learning Time Attitudes Personality Age groups MARKETING Lifestyle Decision Process Social Influences: Culture, Social class PURCHASE Group memberships Understanding Products Product Layers •Core Product •Actual Product •Augmented Product Relating Products to Consumer Behavior Domains of Consumer Behavior Products Acquiring Services Consuming Ideas Disposing Experiences Domain of Consumer Behavior Examples •A man buys groceries at Kroger •A woman reads ads for used cars •A couple buys a gift for their child •A professional sports team signs a player to a contract •An artist creates a painting •A man recycles aluminum cans Orientations of Consumer Behavior •Anthropology •Economics •History & geography •Psychology •Sociology •Social Psychology Social psychology & Consumption: A product’s role in behavior of individuals as members of social groups Why are there so many choices?
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