Using socio-cultural distinctions as a backdrop, consider how various cultural c
ID: 459955 • Letter: U
Question
Using socio-cultural distinctions as a backdrop, consider how various cultural characteristics affect the buying behaviors of various segments of consumer markets. Understanding that each cultural segment represents a unique set of buying characteristics, perform external research, and discuss your thoughts regarding the buying behavior characteristics that are associated with of the following sub-cultures:
•Asian-American: how can a marketer effectively target this market segment? use examples to explain/support your ideas.
•Gen Y (generally people born between 1977-1994): discuss their current buying behaviors. will the current U.S. economy have a lasting impact on this generation's overall buying behavior? use examples to explain/support your ideas.
•The feminist movement of the 1970s: what impact did this movement have on marketing strategies? use examples to explain/support your ideas.
•Why are each of these market segments important to a firm's overall marketing strategy?
Explanation / Answer
Asian-American: how can a marketer effectively target this market segment? use examples to explain/support your ideas
Asia markets and American market have diversified features in terms of demographic, geographic and cultural.
Asian markets are basically cost oriented and segmentation is based on economical situations and conditions. Culture wise Asian markets are bit reserved in type where American
Thus company must focus on cultural heritage of Asian and their promotional strategy should also aligned to protect their cultural features, while American are more flexible in terms of cultural features and more social in nature.
Gen Y (generally people born between 1977-1994): discuss their current buying behaviors. will the current U.S. economy have a lasting impact on this generation's overall buying behavior? use examples to explain/support your ideas
1977-1994 generations are not much tech savys , but they moved from a generation of medium level technology to a high level technology. Thus their buying behaviour has a mix of old generation and new generation behaviour. They insist on quality and at the same time they don’t compromise on cost part. The generation have seen lot of economic ups and down so they are not generally spendthrift by nature.
Apple products initially got slow pace though it is quality wise superior is just because of their elite premium cost structure. Gradually they reduced their price to matchup with the requirement of people of those generation.
•The feminist movement of the 1970s: what impact did this movement have on marketing strategies? use examples to explain/support your ideas
Feminist movements had revolutionary change in empowerment of women and their participation in decision making and corporates. Thus their buying power also improved a lot in the market. Womens generally are very conscious about purchasing thing and they prefer only secured items and word of mouth has significant role in their purchase.
Most of the home utensil brands like Tupperware marketed through societies of women’s where they gather during evening for chit chat. Thus they introduced promoters among women’s as a part of direct chain marketing.
•Why are each of these market segments important to a firm's overall marketing strategy?
Each marketing segments have their own significance in the overall strategy. The market is a mix of people who are from different classes. Demographic, Socio cultural economic factors have significant role in moulding the market of a product. For any product segmentation is very important and this requires a good market study of various segments, target audience split must be based on the segment. Product differentiation in terms of quality, price etc and final service level model has to be designed on the basis of segmentation.
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