CHAPTER THREE

The Changing American Society: Values

Consumer Insight 3-1

To what extent are vegetarianism and a
vegetarian orientation influenced by values? In 10 years, will vegetarianism and a vegetarian orientation be more or less common than now? Why? Will they ever become the norm? Why or why not?

CHAPTER 3

Traditional, Current, and Emerging Values

Self-Oriented
Active Material Hard work Sensual gratification Humorous ECT* T T C E C C E TC E E E C T Passive Nonmaterial Leisure Immediate gratification Abstinence Serious

Postponed gratification T

* T = Traditional, E = Emerging, and C = Current

CHAPTER 3

Traditional, Current, and Emerging Values

Environment-Oriented
Maximum cleanliness Performance Tradition Risk taking Problem solving Admire nature T T CE E C T E C T TCE* E C E C T Minimum cleanliness Status Change Security Fatalistic Overcome nature

* T = Traditional, E = Emerging, and C = Current

CHAPTER 3

Traditional, Current, and Emerging Values

Other-Oriented
Individual Limited family Adult Competition Youth Masculine T C E T T C C E E T EC* TEC T EC Collective Extended family Child Cooperation Age Feminine

* T = Traditional, E = Emerging, and C = Current

CHAPTER 3

Green Marketing

Inventing New ways to conduct business Between a rock and a hard place Commitment or Politics?

CHAPTER 3

Cause-Related Marketing
The application of marketing principles and tactics to advance a cause such as a:
Charity Ideology Activity

CHAPTER 3

Consumer Insight 3-2

Why is there so much demand for SUVs, which are
not environmentally friendly, when American values strongly support environmental protection? Why is demand for hybrid cars such as the Insight and the Prius so low relative to the demand for an SUV such as the Excursion? How should a company such as Ford balance the ethics of providing environmentally sound products with the need to provide consumers with the products they desire in order to remain profitable?

CHAPTER 3

Gender Roles

Feminism and the role of Women Traditional and Modern Orientations Who Does the Buying?

CHAPTER 3

10

Discussion: Green Marketing

What are the primary ethical issues involved in green marketing?

CHAPTER 3

11

Discussion: Cause-Related Marketing

Cause-related marketing is done to enhance the firms sales or image. This has caused some to consider it to be unethical. What is your position?

CHAPTER 3