McGrawHill/Irwin

Copyright2010byTheMcGrawHillCompanies,Inc.Allrightsreserved.

CHAPTER

THE CHANGING
AMERICAN
SOCIETY:
VALUES

3-2

THE CHANGING AMERICAN

SOCIETY: VALUES
Marketing Strategy and Values

Green Marketing
Cause-Related Marketing
Marketing to Gay and Lesbian Consumers
Gender-Based Marketing

3-3

Consumer Behavior In The News

Sixty-seven percent of Americans Believe that
Environmental Quality is Getting Worse.
Do you think this is an increase or decrease
since 2005?
Who is more worried: Women or Men?
Who wants more drastic action to correct?
18-49 years old
50-64 years old
65 + years old
Source: L. Saad, Environmental Concern Holds Firm During Past Year, Gallup.com, March 26, 2007.

3-4

Consumer Behavior In The News

Sixty-seven percent of Americans Believe that
Environmental Quality is Getting Worse.
You were correct if you said concern has
increased (by 13 percent)
You were correct if you said Women (48%) more
than Men (37%)
65+ group is least likely to want drastic action:
18-49 years old (40%)
50-64 years old (42%)
65 + years old (27%)
Source: L. Saad, Environmental Concern Holds Firm During Past Year, Gallup.com, March 26, 2007.

3-5

Changes in American Cultural Values

Cultural values are widely held beliefs that affirm what is
desirable.
Observable shifts in behavior, including consumption
behavior, often reflect underlying shifts in cultural values.
values
Therefore, it is necessary to understand the underlying
value shifts in order to understand current and future
consumer behavior.

3-6

Changes in American Cultural Values

Traditional, Current, and Emerging American Values

3-7

Marketing Strategy and Values

Green Marketing
Cause-Related Marketing
Marketing to Gay and Lesbian Consumers
Gender-Based Marketing

3-8

Green Marketing
(1) developing products whose
production, use, or disposal is
less harmful to the environment
than the traditional versions of
the product;
(2) developing products that have a
positive impact on the
environment; or
(3) tying the purchase of a product
to an environmental
organization or event.
3-9

Cause-Related Marketing (CRM)

Cause-Related Marketing
(CRM) is marketing that ties a
company and its products to an
issue or cause with the goal of
improving sales or corporate
image while providing benefits
to the cause.
Cause-related sponsorship
(corporate spending toward
CRM) continues to rise, with an
increase from $120 million in
1990 to $1.5 billion in 2008!
3-10

Applications in Consumer Behavior

CRM or Social
Marketing?
You Decide!

Courtesy Ford. Warriors in Pink. Powered by Ford.

Fordcares.com.

3-11

Marketing to Gay and Lesbian Consumers

The gay market is estimated to
be approximately 7% of the
adult U.S. population, or 15.3
million people over age18.
The purchase power of the gay
market has been estimated at
$723 billion.

3-12

Marketing to Gay and Lesbian Consumers

Many companies find the

gay market to be a
highly attractive
segment.
Product and
communication issues
are major
considerations.

3-13

Marketing to Gay and Lesbian Consumers

Product and Communication Issues Include:
Does the product need to be modified to meet the needs of
this market?
Should the firm advertise in gay-oriented media using its
standard ads?
Should it advertise in gay media using ads with gay themes?
To what extent should the firm be involved in gay community
activities?
Should its ads in mainstream media include gay themes?

3-14

Gender-Based Marketing
Gender Identity versus Gender Roles
Ascribed versus Achievement Roles
Traditional versus Modern Gender Orientation

3-15

Gender-Based Marketing
Gender roles in the U.S.
are shifting, both
genders making many
purchase decisions.
Example: Today,
women influence 80% of
all vehicles sold.
Implications for
dealerships and sales
training?
3-16

Gender-Based Marketing
Market Segmentation Based on Role Identity
Traditional Housewife
Trapped Housewife
Trapped Working Woman
Career Working Woman

Product Strategy
Marketing Communications
Retailing Strategy

3-17

Gender-Based Marketing
Product Strategy

Moving beyond stereotypes:

Rather than adapting colors to fit stereotypes
(e.g., pink power tools), companies are adapting
their features in ways that make their products
more functional.
Barbara K tools cushioned
handles
Smith & Wesson redesigned to
fit womens hands

Click the online button to link to

Barbara K tools.

3-18

Gender-Based Marketing
Marketing Communications
Men and women also consume different media.

3-19

Gender-Based Marketing
Retail Strategy
Men are increasingly shopping for
household and other products
traditionally purchased by females,
and females are shopping for
masculine products such as lawn
mowers and power tools.
Retailers have begun showing
very masculine men shopping for
household products and carry
power tools targeted at women.
3-20

DiscussionQuestions
26. Cause-related marketing is done to enhance the
firms sales or image. Some critics consider such
marketing to be unethical. What is your position?
29. Do you think housewives may be defensive or
sensitive about not having employment outside of
the home? If so, what implications will this have for
marketing practice?