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Consumers
Eric Arnould, University of Nebraska
George Zinkhan, University of Georgia
Linda Price, University of Nebraska
Economic and Social Structures

Chapter Objectives

After completing this chapter you should be able to:

I.

Explain the concepts of social class, ethnicity, and gender.

II.

Understand the bases for ethnic segmentation and targeting

III.

Appreciate the complexity of multi-cultural marketing

IV.

Understand the difference between acculturation and assimilation an their relevance to consumer behavior

V.

Understand the idea of age cohort

VI.

Recognize the different kinds of age relevant to marketing

VII.

Explain the impact of economic and social structures on consumption choices.

VIII.

Explain consumption choices that reflect the social organization of similarity and difference.

IX.

Understand some of the key differences in value orientations between class, ethnic, gender, and age segments.

X.

Discuss the importance and difficulty of targeting socially and economically defined market segments.

XI.

See how the concept of cultural capital can be used to position products and services




McGraw-Hill/Irwin




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