Marketing 407 Exam 2
EXAM 2 REVIEW
MKTG 407 (Fall 2011)
Chapter 9
• Understand the 2 essentials and the various elements of culture we discussed.
• Culture: everything humans learn and share with members of a society o Learning & Sharing→ eating with a spoon or eating with pork chops is culture→ we learn and share these things
Culture vs. Nature
- Both within ourselves
- And in the physical world outside us
- Nature: opposite of culture both human and nature, human natures is to be utterly selfish but culture reins in our personal desires. In the physical world river and oceans are nature but bridges and damns are culture
Elements of Culture
- Values→ a society’s idea as to what in life is worthy of pursuit and how those pursuits should be conducted
- Myths→stories that express some key values of a society
- Norms→ unwritten rules of behavior
- Laws→ laws are norms with legal sanctions
- Rituals*→ Set of activates performed in a fixed sequence and repeated periodically, utilitarian (daily baths) or symbolic (wedding ritual)
- Customs*→ ways of doing things, when to wear which clothes is dictated by customs (rituals is an event normally, customs can be a ritual)
- Knowledge, Science and Technology*→ all knowledge is culture, it is fundamentally the basis of beliefs on which we base our actions
- Arts*→ Music, paintings, literature→ represent a society’s appreciation of the aesthetic experience o *Material Culture→ all man made physical things
• They represent the degree of affluence and progress of a society in contrast to the life lived entirely in and with nature
• The Chairs, soaps and detergents, wines beers, cell phones→ represent material culture
- (Culture or not? Starbucks cup of coffee? Bar of dove soap, tv commercial for Nike featuring a celebrity? Print ad for a medicine focusing entirely on medical benefits?)
• Be able to distinguish between enculturation and acculturation (i.e., make sure you can recognize examples of
MKTG 407 (Fall 2011)
Chapter 9
• Understand the 2 essentials and the various elements of culture we discussed.
• Culture: everything humans learn and share with members of a society o Learning & Sharing→ eating with a spoon or eating with pork chops is culture→ we learn and share these things
Culture vs. Nature
- Both within ourselves
- And in the physical world outside us
- Nature: opposite of culture both human and nature, human natures is to be utterly selfish but culture reins in our personal desires. In the physical world river and oceans are nature but bridges and damns are culture
Elements of Culture
- Values→ a society’s idea as to what in life is worthy of pursuit and how those pursuits should be conducted
- Myths→stories that express some key values of a society
- Norms→ unwritten rules of behavior
- Laws→ laws are norms with legal sanctions
- Rituals*→ Set of activates performed in a fixed sequence and repeated periodically, utilitarian (daily baths) or symbolic (wedding ritual)
- Customs*→ ways of doing things, when to wear which clothes is dictated by customs (rituals is an event normally, customs can be a ritual)
- Knowledge, Science and Technology*→ all knowledge is culture, it is fundamentally the basis of beliefs on which we base our actions
- Arts*→ Music, paintings, literature→ represent a society’s appreciation of the aesthetic experience o *Material Culture→ all man made physical things
• They represent the degree of affluence and progress of a society in contrast to the life lived entirely in and with nature
• The Chairs, soaps and detergents, wines beers, cell phones→ represent material culture
- (Culture or not? Starbucks cup of coffee? Bar of dove soap, tv commercial for Nike featuring a celebrity? Print ad for a medicine focusing entirely on medical benefits?)
• Be able to distinguish between enculturation and acculturation (i.e., make sure you can recognize examples of