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Definition
| Upscale market segment that consists of households with incomes that are higher than average (over $75,000) |
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Term
| Chapin's Social Status Scale |
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Definition
| a social class rating scheme that focuses on the presence or absence of certain items of furniture and accessories in the home |
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Definition
| a feeling of social-group membership that reflects an individual’s sense of belonging or identification with others |
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Definition
| an index that combines a number of socioeconomic variables (such as education, income, occupation) to form one overall measure of social class standing |
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Definition
| defined as having household incomes of $35k or less. More likely to be brand loyal because they can’t afford mistakes with unknown products |
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Definition
| consumers who have a lower social class level than their parents in terms of the jobs they hold, residences, level of disposable income, and savings |
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Term
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Definition
| a composite segmentation strategy that uses both geographic variables (zip codes, neighborhoods, or blocks) and demographic variables ( income, occupation, value of residence) to identify target markets |
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Term
| Index of Status Characteristics (ISC) |
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Definition
| a composite measure of social class that combines occupation, source of income (not amount), house type, and dwelling area into a single weighted index of social class standing. Also known as Warner’s ISC. |
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Term
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Definition
| consist of selected demographic or socioeconomic variables concerning the individuals under study |
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Definition
| an electronic composite index of geographic and socioeconomic factors expressed in residential zip-code neighborhoods from which geodemographic consumer segments are formed |
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Definition
| selected community informants make initial judgments concerning the social-class membership of others within the community. Final task of assigning social class belongs to a trained researcher |
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Term
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Definition
| the use of a single socioeconomic variable (such as income, occupation, education) to estimate an individual’s relative social status |
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Definition
| the division of members of a society into a hierarchy of distinct status classes, so that members of each class have either higher or lower status than member of other classes |
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Definition
| the amount of status members of one social class have in comparison with members of other social classes |
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Term
| socioeconomic status score (SES) |
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Definition
| a multivariable social class measure used by the United States Bureau of the Census that combines occupational status, family income, and educational attainment into a single measure of social class standing |
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Term
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Definition
| individuals are asked to estimate their own social-class positions. Social class is treated as a personal phenomenon, one that reflects an individual’s sense of belonging or identification with others, called class consciousness |
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Definition
| movement upward in social-class standing from the social class position into which the consumer was born |
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Definition
| the learning of a new or foreign culture |
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Definition
| observational research by anthropologists of the behaviors of a small sample of people from a particular society |
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Definition
| a method for systematically analyzing the content of verbal and/or pictorial communication. The method is frequently used to determine prevailing social values of a society in a particular era under study |
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Definition
| criteria that both affects and reflects the character of American society |
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Term
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Definition
| the sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society |
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Definition
| the learning of the culture of one’s own society |
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Definition
| an anthropological measurement technique that focuses on observing behavior within a natural environment (often with the subject’s awareness) |
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Definition
| researchers who participate in the environment that they are studying without notifying those who are being observed |
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Definition
| a type of symbolic activity consisting of a series of steps (multiple behaviors) occurring in a fixed sequence and repeated over time |
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Term
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Definition
| a self-administered inventory consisting of eighteen terminal values (i.e. personal goals) and eighteen instrumental values (i.e. ways of reaching personal goals). The first half deals with ends, the second half deals with means |
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Term
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Definition
| anything that stands for something else |
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Term
| African American consumer |
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Definition
| constituting more than 39 million Americans or 13% of the U.S. population. Typically prefer popular or leading brands, and are more willing to pay a premium to get “the best” products |
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Term
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Definition
| age subgroupings of the population |
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Definition
| the fastest-growing American minority with a population of about 14 million in size made up of Chinese, Filipinos, Indian, Vietnamese, Korean, and Japanese. Typically family and education oriented |
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Term
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Definition
| Individuals born between 1946 and 1964 (approx. 40% of the population); when WWII vets came back and had families |
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Definition
| an individual’s perceived age (usually 10 to 15 years younger than his or her chronological age) |
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Definition
| gender roles are an important cultural component and require products that are either exclusively or strongly associated with the members of one sex |
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Term
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Definition
| born between 1965 and 1979, this is a post baby-boomer segment (also reflected as Xers or busters) |
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Term
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Definition
| the approximately 71 million American who were born between the years 1977 and 1994 (i.e. the children of baby boomers). Members of Generation Y (also known as “echo boomers) and the “millennium generation”) can be divided into three subsegments: Gen Y adults (age 19-28), Gen Y teens (13-18), and Gen Y kids, or “tweens” |
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Term
| Hispanic American consumers |
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Definition
| The largest American minority group, representing about 14% of the U.S. population. The three largest groups are Mexicans, Puerto Ricans, and Cubans. Typically like established brands and slowly adopt American non-ethnic food |
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Term
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Definition
| subcultures in a larger society in which members often retain a sense of identification and pride in the language and customs of their ancestors |
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Definition
| the major racial subcultures in the U.S. are Caucasian, Hispanic, African American, Asian American, and American Indians |
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Term
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Definition
| groups who identify with the regional or geographical areas in which they live |
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Definition
| groups classified by religious affiliation that may be targeted by marketers because of purchase decisions that are influenced by their religious identity |
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Definition
| individuals 65 years of age and older |
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Definition
| important cultural component, examines traditional masculine and feminine roles in family and society, and how to market to each as they change |
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Term
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Definition
| because consumers are simultaneously members of several subcultural groups, marketers must determine how consumer’s specific subcultural memberships interact to influence the consumer’s purchase decisions |
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Term
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Definition
| a distinct cultural group that exists as an identifiable segment within a larger, more complex society. Typically nationality, religion, geographic region, race, age, gender, occupation, and social class |
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Term
| cross-cultural consumer analysis |
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Definition
| research to determine the extent to which consumers of two or more nations are similar in relation to specific consumption behavior |
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Term
| cross-cultural consumer research |
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Definition
| research methods designed to find the similarities and differences among consumers in a marketer’s domestic market and those it wants to target in a foreign country |
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Term
| cross-cultural psychographic segmentation |
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Definition
| tailoring marketing strategies to the needs (psychological, social, cultural, and functional) of specific foreign segments |
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Term
| global strategy vs. local strategy |
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Definition
Global: standardizing both product and communications programs when conducting business on a global basis
Local: customizing both product and communications programs by area or country when conducting business on a global basis |
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Term
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Definition
| decisions that marketers make on how to reach all potential consumers of their products in countries throughout the world |
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Term
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Definition
| an orientation for assessing whether to use a global versus local marketing strategy concentrating on a high-tech to high-touch continuum |
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Term
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Definition
| products that are manufactured, packaged, and positioned the same way regardless of the country in which they are sold |
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