0
Why is the concept of acculturation important to marketers who wany to target such groups as Hispanic Asian or African-American consumers?
Wiki User
∙ 8y agoWant this question answered?
Be notified when an answer is posted
Add your answer:
Earn +20 pts
How do consumerism and environmentalism affect marketing strategies?
Consumerism is the emphasis on buying goods, and while it has always been a component of American society, consumerism became a much more significant force following World War II. Marketers spent more resources targeting specific groups of consumers (for example, women), and marketing campaigns focused on both utility and style, as opposed to simple utility (the functionality of a product or service). Environmentalism, which seeks to limit pollution and protect the natural environment, affected marketing by preventing some products from being marketed traditionally (for example, cigarettes). Some marketing strategies focus on the production process, highlighting the advantages of certain environmentally friendly products in a way that will appeal to consumers.
What were important events of the Middle Ages?
Answer 1: They liked to watch people being burnt at the stake and go to festivels where gypsies performed and marketers sold items.Answer 2:Well,European Middle Ages :CrusadesMagna CartaOccupation of King WilliamJapanese Middle Ages :47 Ronin outbreak
Influences on attitudes formation?
SOURCES OF INFLUENCES ON ATTITUDE FORMATION:The formation of consumer attitudes is strongly influenced by persona/experience, the influence of family and friends, direct marketing, and mass media. The primary means by which attitudes toward goods and services are formed is through the consumer's direct experience in trying and evaluating, them). Recognizing the importance of direct experience, marketers frequently attempt to stimulate trial of new products by offering cents-off coupons or even free samples.the marketer's objective is to get consumers to try the product and then to evaluate it. If a product proves to be to their liking, then it is probable that consumers will form a positive attitude and be likely to repurchase the product. In addition, from the information on the coupon (e.g., name and address) the marketer is able to create a database of interested consumers.Marketers are increasingly using highly focused direct-marketing programs to target small consumer niches with products and services that fit their interests and lifestyles.(Niche marketing is sometimes called micromarketing.) Marketers very carefully target customers on the basis of their demographic, psychographic, or geo-demographic profiles with highly personalized product offerings (e.g., hunting rifles for left-handed people) and messages that show they understand their special needs and desires. Direct-marketing efforts have an excellent chance of favorably influencing target consumers' attitudes. Because the products and services offered and the promotional messages conveyed are very carefully designed to address the individual segment's needs and concerns and, thus are able to achieve.Attitudes that develop through direct experience (e.g., product usage) tend to be more confidently held, more enduring, and more resistant to attack than those developed via indirect experience (e.g., reading a print ad).Personality Factors:Personality plays a critical role in attitude formation. For example, individuals with a high need for cognition (i.e., those who crave information and enjoy thinking) are likely to form positive attitudes in response to ads or direct mail that are rich in product-related information while consumers who are relatively low in need for cognition are more likely to form positive attitudes in response to ads that feature an attractive model or well-known celebrity. In a similar fashion, attitudes toward new products and new consumption situations are strongly influenced by specific personality characteristics of consumers.Strategies of Attitude Change:Attitude changes are learned; they are influenced by personal experience and other sources of information,and personality affects both the receptivity and the speed with which attitudes are likely to be altered. Altering consumer attitudes is-a key strategy consideration for most marketers.For marketers who are fortunate enough to be market leaders and to enjoy a significant amount of customer goodwill and loyalty, the overriding goal is to fortify the existing positive attitudes of customers so that they will not succumb to competitors' special offers and other inducements designed to win them over. Most competitors; take aim at the market leaders when developing their marketing strategies. Their objective is to change the attitudes of the market leaders' customers and win them lover. Among the attitude-change strategies that are available to them are (1) changing the consumer's basic motivational function, (2) associating the product with an admired group or event, (3) resolving two conflicting attitudes, (4) altering components of the Multiattribute model, and (5) changing consumer beliefs about competitors' brands.Changing the Basic Motivational Function:An effective strategy for changing consumer attitudes toward a product or brand is to make particular needs prominent. One method for changing motivation is known as the functional approach.21 According to this approach, attitudes can be classified in terms of four functions: the utilitarian function, the ego-defensive function, the value-expressive function, and the knowledge function.The Utilitarian Function:We hold certain brand attitudes partly because of a brand's utility. When a product has been useful or helped us in the past, our attitude toward it tends to be favorable. One way of changing attitudes in favor of a product is by showing people that it can serve a utilitarian purpose that they may not have considered. For example, the ad for Clorox Disinfecting Spray points out that this product will work for 24 hours, whereas its competitor, Lysol, does not.The Ego-Defensive Function:Most people want: to protect-their self-images from inner feelings of doubt they want to replace their uncertainty with a sense of security and personal confidence. Ads for cosmetics and personal care products, by acknowledging this need, increase both their relevance to the consumer and the likelihood of a favorable attitude change by offering reassurance to the consumer's self-concept. For example, the ad for Suave Performance Series Anti-Perspirant stresses in its headline In a 24-7 World, Your Anti-Perspirant Does not Get To Knock Off Early.The Value-Expressive Function:Attitudes are an expression or reflection of the consumer's general values, life styles, and outlook. If a consumer segment generally holds a positive attitude toward owning the latest personal communications devices (e.g., owning the smallest cellular telephone), then their attitudes toward new electronic devices are likely to reflect that orientation. Thus by knowing target consumers' attitudes, marketers can better anticipate their values, lifestyle, or outlook an can reflect these characteristics in their advertising and direct marketing efforts.The Knowledge Function:Individuals generally have a strong need to know and understand the people and things they encounter. The consumer's "need to know," a cognitive need, is important to marketers concerned with product positioning. Indeed, many product and brand positioning are attempts to satisfy the need to know and to improve the consumer's attitudes toward the brand by emphasizing its advantages over competitive brands.An ad for Celestial Seasonings that point out that Green Tea is loaded with antioxidants, which are good for you. It supports its claims with some evidence (the bar graph) and an incentive (a cents-off coupon). An important characteristic of the advertising is its appeal to consumers' need to know.Combining Several Functions:Different consumers may like or dislike the same product or service for different reasons, a functional framework for examining attitudes can be very useful. For instance, three consumers may all have positive attitudes toward Suave hair care products. However, one may be responding solely to the fact that the products work well (the utilitarian function); the second may have the inner confidence to agree with the point "When you know beautiful hair doesn't have to cost a fortune" (an ego-defensive function).The third consumer's favorable attitudes might reflect the realization that Suave has for many years stressed value (equal or better products for less) - the knowledge function.Associating the product with a special Group, Event, or Cause:Attitudes are related, at least in part, to certain groups, social events, or causes. It is possible to alter attitudes toward products, services, and brands by pointing out their relationships to particular social groups, events, or causes.Companies regularly include mention in their advertising of the civic and public acts that they sponsor to let the public know about the good that they are trying to do. For instance, Foigers@ coffee sponsors a program "Wakin' up the Music," which supports a music appreciation program for youngsters in grades K-3, created by the GRAMMY@ Foundation. Similarly, Crest sponsors a program that promotes good oral care to children through the Boys and Girls Clubs of America.Resolving Two Conflicting Attitudes:Attitude-change strategies can sometimes resolve actual or potential conflict between two attitudes. Specifically, if consumers can be made to see that their negative attitude toward a product, a specific brand, or its attributes is really not in conflict with another attitude, they may be induced to change their evaluation of the brand (i.e., moving from negative to positive).Altering Components of the Multiattribute Model:The Multiattribute attitude models have implications for attitude-change strategies; specially, they provide us with additional insights as to how to bring about attitude change: (1) Changing the relative evaluation of attributes, (2) Changing brand Beliefs, (3) Adding an attribute, and (4) Changing the overall brand rating.Changing the Relative Evaluation of Attributes:The overall market for many product categories is often set out so that different consumer segments are offered different brands with different features or benefits. In general, when a product category is naturally divided according to distinct product features or benefits that appeal to a particular segment of consumers, marketers usually have an opportunity to persuade consumers to "cross over," that is, to persuade consumers who prefer one version of the product (e.g., a standard "soft" contact lens) to shift their favorable attitudes toward another version of the product (e.g., a disposable contact lens), and possibly vice versa.Changing Brand Beliefs:It is a cognitive-oriented strategy for challenging attitudes concentrates on changing beliefs or perceptions about the brand itself. This is by far the most common form of advertising appeal. Advertisers constantly are reminding us that their product has "more" or is "better" or "best" in terms of some important product attribute.Within the context of brand beliefs, there are forces working to stop or slow, down attitude change. For instance, customers frequently resist evidence that challenges a strongly held attitude or belief and tend to interpret any ambiguous information in ways that reinforce their preexisting attitudes.24Therefore, information suggesting a change in attitude needs to be compelling and repeated enough to overcome the natural resistance to letting go of established attitudes.Adding an Attribute:A cognitive strategy consists of adding an attribute.This can be accomplished either .by adding an attribute that previously has been ignored or one that represents an improvement or technological innovation. The first route, adding a previously ignored attribute, is illustrated by the point that yogurt has more potassium than a banana (a fruit associated with a high quantity of potassium). For consumers interested in increasing their intake of potassium, the comparison of yogurt and bananas has the power of enhancing their attitudes toward yogurt. The second route of adding an attribute that reflects an actual product change or technological innovation is easier to accomplish than stressing a previously ignored attribute. Sometimes eliminating a characteristic or feature has the same enhancing outcome as adding a characteristics or attribute.Changing the Overall Brand Rating:It is a cognitive-oriented strategy consists of attempting to alter consumers' overall assessment of the brand directly, without attempting to improve or change their evaluation of any single brand attitude. Such a strategy frequently relies on some form of global statement that "this is the largest-selling brand" or "the one all others try to imitate", or a similar claim that sets the brand from all its competitors.Changing Beliefs about Competitors' Brands:Another approach to attitude-change strategy involves changing consumer beliefs about the attributes of competitive brands or product categories. In general, this strategy must be used with caution. Comparative advertising can boomerang by giving visibility to competing brands and claims. For instance, an ad for Advil makes a dramatic assertion of product superiority over Aspirin and Tylenol and that two Advil work better than Extra Strength Tylenol. Clearly, the purpose of this ad is to create the attitude that the Oracle Small Business Suite is a superior product to QuickBooks, a principal competitor.
What is census datum?
demographic information gathered by the u.s. Bureau of the census. This data is used by marketers to make predictions about the buying behavior of the residents of a census area who share common demographic characteristics. The Census Bureau makes this data available to the public in print and/or via computer access. Standard census tabulations are available free of charge in libraries. Custom tabulations and data in magnetic tape format are available for a fee.
What did Jews work as?
Whether Jews had permission to work depends quite strongly on the time period, location, and profession of choice. For example, Jews could almost always work in in-community professions, like butchers, rabbis, or ghetto-police. However, Jews were almost uniformly banned from certain professions like artisanry. Also some professions permitted to Jews in one country would be illegal for Jews in another. For example, Jews could be government officials in the US, but could not in most of Europe prior to the 20th century.
Explain why elasticity of demand is such an important concept to marketers who sell a commodity product?
Elasticity of demand is important to marketers because it helps them know the optimal price for the product. When a product is priced too high, the consumers may opt for a competitor's product.
Which of the following do marketers use to give consumers a special reason for them to purchase a product or servic?
Which of the following do marketers use to give consumers a special reason for them to purchase a product or servic
How can marketers use this understanding to help consumers acquire the products and services they need and or want?
The American Marketable Associations commits itself to promoting the highest standards of professionalism and ethical norms. So marketers can understand the process of of consumers and the products marketers consumes.
When planning marketing startagies during times of inflation marketers must be aware inflation causes consumers to?
a
How can marketers develop strategy based on consumption sub-cultures?
Marketers can develop strategy by attempting to use the most respected members of a consumption subculture as a means for identifying trends and influencing consumers in the mass market
What is the need to study post purchase behaviour of consumers. Explain its implication for the marketers of consumer durables?
This is a statement and clearly for school.
Laws relevant to most marketers include laws aimed at promoting fair competition and at .?
preventing deceptive advertising and marketing practices, protecting consumer privacy, and regulating data collection and usage. These laws ensure that marketers operate ethically and transparently, promoting trust between businesses and consumers in the marketplace.
Imaginative websites smartphone apps and social media allow marketers to deliver messages that are direct and personal so consumers can?
Live the brand
How do marketers use?
Marketers use VALS to understand the costumer's. The more consumers know about customers they can market products that appeal to the customers. Consumers use VALS so they can cut down on advertising because they already know what the customers wants and needs. Are you asking this for school? I hope not because this info is on line without having to ask someone else.
How do marketers use VALs?
Marketers use VALS to understand the costumer's. The more consumers know about customers they can market products that appeal to the customers. Consumers use VALS so they can cut down on advertising because they already know what the customers wants and needs. Are you asking this for school? I hope not because this info is on line without having to ask someone else.
What are the marketing implication of self image?
Self-image can influence how consumers perceive and interact with brands. Marketers can leverage self-image by aligning messaging and branding with consumers' desired self-image, creating products that enhance self-image, and utilizing influencers who embody the desired self-image to promote products. Understanding self-image can help marketers develop more targeted and effective marketing campaigns.
What is a communication market?
It is a process wherein the consumers and marketers bring closer to each other in order to achieve product goal. It is used to give its market communicating ideas on certain products and services.
