1. Chapters 2 & 3 Learning Objectives Understand why it is important to consider cultural factors when developing a marketing strategy. Identify the characteristics of culture. Explain the three types of value orientations that influence behavior. See the need to understand the impact of changing cultural values.

2. Cultural Factors Affect Consumer Behavior and Marketing Strategy Marketing strategy Consumer behavior Language Demographics Values Nonverbal communications

3. Characteristics of Culture Learned Regulates society Makes living efficient Adaptive Environmental Nested

4. Value Orientations Influence Behavior Other-oriented values Society’s view of relationships between people Environment-oriented values Society’s view of relationships with the environment Self-oriented values Objectives or approaches to life that society finds desirable

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