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Americans, except for American Indians and their descendants, live in America because
they, or their ancestors of a relatively recent past in history’s perspective, chose to settle
there. In this way, choice has invariably become a significant part of the American mind
set. Americans prefer to express their individuality and personality through choices. These
choices, however, tend to be primarily and predominantly on consumer goods and political
entities packaged like consumer goods, with no substantial difference, as both labels are
ultimately controlled entirely by the same corporate interests and by a small country on
the eastern shores of the Mediterranean.
Define marketing
Marketing is a framework for analysing the entire process of identifying a
product, a good or service that people will pay to acquire, optimising the source,
determining a price at which the market is willing to buy, determining the best
distribution channel and market, and developing the best possible promotion in
order to generate demand. Although the overall concept of generating demand,
or pull, from consumers, the techniques applied to each step of the marketing
process are often highly sophisticated. Tedlow’s Phase III was created by
particularly Bernays’ use of his uncle Sigmund Freud’s psychoanalysis, which
was subsequently emulated and developed by armies of PR and advertising
consultants.
What is mass consumption, and how does American consumption differ from
that of other countries?
Does freedom to choose among many consumer products constitute the only or
the appropriate activity of free men and women?
Describe the three phases of marketing that Tedlow distinguishes
Mass transport created the national market – who controlled transport and
distribution during this phase?
Describe the conditions for the transition from phase I to phase II (railways,
telegraph) – from commodity to brand
When did the American market enter phase III? (soft drinks, cars, grocery
retailing, general merchandise)
Describe the initial development of brands
Describe the strategy of ‘profit through volume’
Describe the relationship between the necessary technological, economic and
social preconditions and mass marketing - a product with certain properties (e.g.
acethaminophen> Tylenol) and a successful branded good and the market it can
create
Describe Singer’s development of the sewing machine market
Explain forward and backward integration
Describe the advantages of the first mover
Describe the options available to potential entrants
Describe ‘consumption communities’ – in which sense do they replace other
communities?
Would you agree with Robert Heilbroner that advertising teaches children that
‘adults are willing to lie for money?’
American consumers have, by and large, considered their choices worth making
- which choices would that include, direct and implicit?
In which ways does mass consumption relate to the texts we have read up until
now?