1. CHAPTER THREE The Changing American Society: Values McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

2. 2 CHAPTER 3 Consumer Insight 3-1 To what extent are vegetarianism and a vegetarian orientation influenced by values? In 10 years, will vegetarianism and a vegetarian orientation be more or less common than now? Why? Will they ever become “the norm”? Why or why not?

3. 3 CHAPTER 3 Self-Oriented ActiveECT*Passive MaterialTCENonmaterial Hard workTCELeisure Postponed gratificationTECImmediate gratification Sensual gratificationCETAbstinence HumorousTCESerious * T = Traditional, E = Emerging, and C = Current Traditional, Current, and Emerging Values

4. 4 CHAPTER 3 Environment-Oriented Maximum cleanlinessTCE*Minimum cleanliness PerformanceTECStatus TraditionECTChange Risk takingTECSecurity Problem solvingTCEFatalistic Admire natureECTOvercome nature * T = Traditional, E = Emerging, and C = Current Traditional, Current, and Emerging Values

5. 5 CHAPTER 3 Other-Oriented IndividualT EC*Collective Limited familyTECExtended family AdultTECChild CompetitionTCECooperation YouthTCEAge MasculineTCEFeminine * T = Traditional, E = Emerging, and C = Current Traditional, Current, and Emerging Values

6. 6 CHAPTER 3 Green Marketing Inventing New ways to conduct business Between a rock and a hard place Commitment or Politics?

7. 7 CHAPTER 3 Cause-Related Marketing The application of marketing principles and tactics to advance a cause such as a: Charity Ideology Activity

8. 8 CHAPTER 3 Consumer Insight 3-2 Why is there so much demand for SUVs, which are not environmentally friendly, when American values strongly support environmental protection? Why is demand for hybrid cars such as the Insight and the Prius so low relative to the demand for an SUV such as the Excursion? How should a company such as Ford balance the ethics of providing environmentally sound products with the need to provide consumers with the products they desire in order to remain profitable?

9. 9 CHAPTER 3 Marketing to Gay and Lesbian Consumers Population Estimates: Product Issues Communication Issues

10. 10 CHAPTER 3 Gender Roles Feminism and the role of Women Traditional and Modern Orientations Who Does the Buying?

11. 11 CHAPTER 3 Discussion: Green Marketing What are the primary ethical issues involved in green marketing?

12. 12 CHAPTER 3 Discussion: Cause-Related Marketing Cause-related marketing is done to enhance the firm’s sales or image. This has caused some to consider it to be unethical. What is your position?