Consumer Value Orientation |
Cultural Change and Product Planning Assessing consumers' present and emerging value orientations can help the marketer identify new product opportunities and achieve better product positioning among consumer segments." For example, as values such as "pleasure," "an exciting life," "a comfortable life," and "self-respect" increase in importance, the marketer may find a need for having products with brand names, colors, and designs that enhance these important values. Consider a furniture manufacturer who might link these changing values with a growing demand for furniture style and design that incorporate bright colors, bold designs, unique materials of construction, and unusual comfort features.
You can download excellent powerpoint slides on Marketing Strategy and Marketing Management HERE. Value segments containing many consumers suggest that products can be positioned by designing them with attributes which are related to the global values distinguishing that particular market segment. For example, a segment of consumers who regard the values "imaginative," "an exciting life," and "independent" as important might be defined as that group which is concerned with individuality and self-expression. The group might be a reliable segment for marketers of products which are partially finished (such as furniture, and homes) and products which can be tailored to the individual needs of consumers through the use of accessories, styling, chemical formulation, and so on. Marketers of homes, automobiles, clothing, cosmetics, and fast foods have successfully used this approach.
Cultural Change and Distribution Channels
Cultural Change and Promotion
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Cultural Change Market Segmentation Thus, understanding such value shifts in American society could be useful in predicting changing consumption patterns for products. Also, the marketer might be able to identify large market segments on the basis of value profiles and then develop programs that would enhance those values important to each consumer segment. For example, when one group views a product in terms of status and another views it in a more functional way, then different promotional messages are likely to be needed for each group, as well as, perhaps, tailored products.
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