The Changing American Society: Values and Gender Roles

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Presentation transcript:

The Changing American Society: Values and Gender Roles CHAPTER THREE The Changing American Society: Values and Gender Roles

Changes in American Society that Affect Marketing Strategy 3-1 Changes in American society Changes in market needs Changes in marketing strategy Demographics Values Subcultures Families Products Media Packages Outlets Service Images Understanding these changes is a key input in developing a successful strategy

Traditional, Current, and Emerging American Values 3-2 Self-Oriented Active ECT* Passive Material T C E Nonmaterial Hard work T C E Leisure Postponed gratification T E C Immediate gratification Sensual gratification C E T Abstinence Religious T E C Secular * T = Traditional, E = Emerging, and C = Current

Traditional, Current, and Emerging American Values 3-2 (II) Environment-Oriented Maximum cleanliness TCE* Minimum cleanliness Performance T E C Status Tradition E C T Change Risk taking T CE Security Problem solving T CE Fatalistic Admire nature E C T Overcome nature * T = Traditional, E = Emerging, and C = Current

Traditional, Current, and Emerging American Values 3-2 (III) Other-Oriented Individual T EC* Collective Limited family TEC Extended family Diversity E C T Uniformity Competition T C E Cooperation Youth T C E Age Masculine T C E Feminine * T = Traditional, E = Emerging, and C = Current

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