Culture: A Perceptual Approach in the Marketing Mix

The perceptual model can be applied to cultures in Marketing research. One way I would like to break it down is to a college campus. Throughout the readings on subcultures I made connections to my first year transition experience or my various groups of friends and acquaintances. Companies have to market their product to a variety of subcultures, even just within the United States.
First Off, the premise of this model can relate greatly to the set up of a busy meal at the dining commons. People with similar experiences sit together and can discuss for hours something the table next to them may have no thoughts on. This can relate greatly to the target market, all college students yet so different. I like creating this comparison to get a snapshot of the many cultures within what seems like a college that "lacks diversity." You see cultures interact as they get their food, some very talkative and open, polite while others keep to themselves. The final main observation is the similarity in the way each group dresses, wither they notice it or not.
Taking a step back, being a newcomer within an environment can bring out different sides of individuals. This is a key time for marketers, whether it be in any transportation center, or a billboard of the side of the highway. Easily influences, in college the orientation program, which I have helped facilitate assists first years in recognizing that they have the same problems, aspirations, and that they are in the same situation as the person next to them. We assist in easing this domestic intercultural operation. We pair people off with people who have similar interests so they can create a subculture under the first year culture. Breaking apart these cultures makes the leaders opinion leaders and are one of the main social influences. These identity groups help one transition into the collegiate setting, helping them create a family that perceives their actions as normal.
Soon as groups grow and flourish into different cultures at Keene State College we see the power component. With each groups individual version of the English language they come together in organized clubs with similar interests. Each club having the power, their own format, and making an impact on the larger community that is Keene State College. Just like the goal of each marketing team. I never thought my culture, of music lovers would make such an impact on this campus. We speak a language involving genres, new releases, and concert slang. Now we bring this to the radio station at Keene State, sharing our thoughts and knowledge. Also, we have made on of the largest efforts to connect the town art scene with the colleges, bringing students to events sponsored off campus at such places like the Starving Artist. A group of friends can discuss and relate in silence, or through sharing music can effect an entire melting pot of cultures. This equals one target market, the college student in Keene, NH.

the Overspent American Response

"The Overspent American: Why We Want What We Don't Need" is a video concentrating on the new wave of consumerism in America. It shows the transition of what persona Americans want to portray from keeping up with the jones' to a new millionaire appearance. This shift has led to increase awareness and concern with appearance, and living a life of luxury. Throughout this film we see how Americans are increasingly going into debt. They say the price to live comfortable and for essentials is unreachable. 25% of Americans with a household income of over $100,000 say that it is not enough for basic necessities. The spread of rich and poor and our values in the United States are deteriorating. It is a large concern that the United States is going to lead to its own deterioration. Everyone has to be bigger and better instead of comfortable, or better for the environment, or better for themselves!
This want for more is being taken advantage of by the marketing world. Using celebrities to model a new clothing line ect. I work in a Williams-Sonoma, a kitchen chain, where constantly items are promoted by food network stars. The stress on appearance is driving Americans into debt because of big houses in developments, fancy cars, and fancy clothes.
Personally I find myself falling into this downward trend when it comes to clothes and shoes, and I hope I do not slide to deep. Now I am looking at the negative sides of it, and am trying to support local, live in moderation, and increase awareness of the green movement. Also, watch my credit card, and be aware of what I have. How can I avoid being an overspent American?

Problem Recognition

Did you know for most decisions you go through atleast a five step process?
1. Problem Recognition
2. Information Search
3. Evaluation of Alternatives
4. Purchase
5. Postpurchase evaluation

The marketing team tries to adjust to your five step process. They want their product to be in the right place at the right time. When you are buying that new outfit, if you dig deep you recognize a problem, that you need a new outfit. You search the mall for that new outfit. You evaluate by trying outfits on or asking your shopping partner. Then you make the purchase! But it is not done, you evaluate the purchase that first time you wear that outfit all the way through the last time you wear that outfit. If someone compliments you, you say wear you got it!
Every aspect of this process is studied and analyzed. Top priority products are placed at the entrance of a store, or at eye level. Marketers are trying to influence your decision in ways you wouldn't imagine. Part of the information search is internal, what do you remember about the product? Have you seen an add on tv online are your really informed? The technology age has advanced this process. They have customer service areas assist with postpurchase remorse, and make you feel better about your purchase. I have worked in retail and at checkout we suggest addons and compliment your purchase so there is no doubt in your mind.
I thought everything was more instinctive, how can the actual purchase only be one step?

Globalization in marketing

International marketing strategies fall along a continuum from customization to globalization, which side do you agree with more?

Globalization as defined in our text is "the development of marketing strategies that treat the entire world (or its major regions) as a single entity." Nike and Adidas shoes are two companies that have this approach. I think that globalizing of the international marketing mixes needs to be taken by a different approach.

A global market should be approached through small connections world wide and not this idea that everyone is the same. If connections are made from village to village. With my knowledge of intercultural communication, not everything is universal. There for I think customization would respect others more and touch on the true selling points for that region or country. By working with locals and surrounding areas companies can have a marketing advantage. This is do to the many environmental factors.

Always some things do have to be altered, If I did not understand an advertisement or website because it is entirely in a different language, then I am less likely to buy a product. I am also more likely if the product understands my needs and concerns.

One of the biggest world industries is the car industry. If American companies were advertising large SUV's and Hummers in an overcrowded moped centric city, that would not be intelligent. Even if it was the most popular product in the United States. Different products have to alter more than others, but I think that marketing strategies should respect the cultures of different companies.

One concept i mentioned earlier is to support local smaller businesses, if corporations could market products in local community stores and spread slowly and at a small level, I would have more respect for them.
How can this concept of localizing be effective in the new globalized marketing strategies?

Response to Dillion's post

Is making an environmentally conscious plan always the right decision for a company? As much as every company wants to be environment, there is a certain breaking point where it is not plausible for a business. Their are limits to everything. I agree that this decision is based highly on the market at hand. At an individual level, I like to buy green products but new technology only goes so far. Businesses still have to be profitable to survive and that is the bottom-line. As more consumers want sustainable products, companies will have to look into these alternatives. I believe it is a market that is growing, and the ones who are environmental are more likely to sustain a solid customer base.

Can you buy my love?

"Is environmentalism more of an opportunity or threat for marketers?"

The new direction of advertising and the marketing industry is to appease to their target market. Previously it concentrated highly on selling the product for being a great product, but now it is based off of what is the new hot ticket. Today, I believe company's should grasp the opportunity to market their products advertisement campaign based on environmental forces. It is wonderful for a company to be socially conscious because it can become a competitive advantage, besides all of the other benefits. When a topic such as sustainability becomes an issue, companies should grasp these opportunities. Being the first to grasp a new niche can skyrocket their business.
Companies spend extremely large budgets researching culture and conducting analysis'. Then they spend an exorbitant amount of funds to promote this new idea. Advertisements are everywhere and effect what people buy.
One campaign taken up by many companies is the idea of being sustainable. Now sustainability reports are found within most companies documents. For example North Face a company which sells products that support outdoor adventures makes their popular jackets out of recycled materials. They have created a name for themselves with service based lifetime warranties and a going green message. On their website their sustainability report's overview states :
"Sustainability is not a goal, it's a journey, and at The North Face it is part of our brand heritage. Sustainability and conservation form the core of The North Face pledge to advance the well-being of the planet, its citizens and those who enjoy exploring it."
They now advertise that they were always environmentally conscious so you the consumer should support them with this journey because you matter. You see their jackets on 50% of Keene State students, including myself, because going green is the new big thing.
Companies that see environmentalism as an opportunity understand that the market is always changing, and are more likely to overcome the tests of time. They distinguish themselves repeatedly as they rise to the top within their market. They buy my love by advertising what I want to see, therefore making the right products for me. Can companies who do not adjust to marketers do not have that opportunity to buy my love, what are some ways they have advantages?

Response to Kristy's Post

Salary within the interview process seems like it is going to be a very challenging conversation. I like how you stated that the conversation needs to be respectful. That is something that does get over looked. I don't know how much I should be making from that first job and also don't want to ask for too much or too little. By discussing this information in a respectful manor their might be more room for compromise. Also, your new boss could respect you more for understanding the hierarchy of the business. I think this is a good point we all need to take a better look at.