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Global
Consumer Culture
Overview:This chapter
focuses on the ways that products spread throughout the members of a
culture, and across cultures as well. This final chapter considers the
process by which some consumer products succeed and others don’t, and also
examines how successful Western products influence the consumption practices
of people around the world.
Learning Objectives:
When you finish this chapter you should understand the following:
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Styles are like a mirror that reflects underlying cultural conditions.
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We can distinguish between high and low
culture.
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Many modern
marketers are reality engineers.
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New
products, services, and ideas spread through a population. Different
types of people are more or less likely to adopt them.
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Many people
and organizations play a role in the fashion system that creates and
communicates symbolic meanings to consumers.
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Fashions
follow cycles.
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Products
that succeed in one culture may fail in another if marketers fail to
understand the differences among consumers in each place.
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Western (and particularly American) culture has a
huge impact around the world, though people in other countries don’t
necessarily ascribe the same meanings to products as we do.
Self Assessment of Learning
Exploring
the Web
Websites relating to the
topics covered in this chapter:
www.vibe.com
www.templeofhiphop.org
www.b-boys.com
www.hiphopcapital.com
www.360hip-hop.com
www.nike.com
www.badfads.com
CONGRATULATIONS ON COMPLETING THIS LESSON SUCCESSFULLY! |
