Should know the definition of Culture and its meaning.
Should know what various elements of culture are and also its characteristics.
Should be able to name at least five American core values and at least four values of the
East different from the values of the West
Should know six Universal Cultural Value Dimensions
Should know the meaning of Ritual and Custom and should know the custom of Dowry
and Bride Price
Should know the three functions of Ritualistic Cultural Practices
Should know the difference and characteristics of the Sacred and the Profane
consumption.
Should know what is an Urban Legend
Should be able to name and explain the TYPES of Marketing Mistakes in cross-culture
marketing
Should know what is ethnocentrism and how to measure it. Also how to measure
Consumer Ethnocentrism.
Should know the elements of the Silent Language of Culture.
Can skip post-modern Global culture, and the box on Consumer Revolt Against the Saints of Commerce.
Should read Appendix ‘A’—Selected Cultures Around the World
Define groups, reference groups and referents, and the characteristics of groups.
Also types of groups
Conditions for reference group influence
Three Types of reference group influences and who exercises them
What is SIPI and what determines or leads to it
Opinion Leaders and their characteristics and how to measure it
Can skip methods of identifying opinion leaders
Influentials and e-fluentials and their characteristics
Diffusion processes for innovations
Innovation Adopter categories and their characteristics
Two-step vs. Multi-step Flow of Communication
Word of Mouse and various channels for it
Recipe for a Successful Buzz
Difference between Gender and Sex
Masculinity and Femininity and Sex role attitudes
Men women differences in shopping and in Consumption
Can skip “why women go binge eating”
Gender differences in gift giving and who gives gifts more frequently and why
Should know the concepts of metro-, retro, and uber-sexuality (skip Pomosexuality)
Age—why is it important in marketing
Age distribution of populations across countries
The meaning and usefulness of population pyramids
Major age groups in
Can skip the box on Bonus Reading “Knowing the Grand Generations”
Difference between race and ethnicity
Characteristics of major race/ethnics groups in
And in text descriptions (demographics, psychographics, and consumption)
Religious Affiliation and Identity
Major religions in the world
Money vs wealth (difference)
Engle’s law; know what is discretionary income.
What is money attitude and types of consumers according to their money spending habits
Consumer sentiment and Index of consumer sentiment
Definition of poverty and psychology of poverty
How marketers respond to people of different income groups
What is social class and what is it made up of
The psyche of social classes
Know the concepts of status crystallization, under- and overprivileged.
Upward downward mobility and ascribed and achieved social class
Can skip measurement of social class
Status consumption and consumption differences across social classes
Geodemographics—what is it and its role in consumer behavior
Can skip Nine nations of
What is Prizm and some major PRIZM Types and their psychographic and consumption differences
Family and Household and types
Family Lifecycle
Family Decision Making Process
Joint-decision making
Factors influencing decision making between spouses
Children’s influence in family decision
Types of families in terms of how families exercise authority on children
(Skip Democratic Justice)
What is consumer socialization of children, how it happens, and what kinds of things do children learn in socialization
What is IGI and how would you measure it.
Unless asked to skip here or in class, you should read all boxes and features (such as Last Word, Opening vignettes, Exhibits, etc.)