Sarmiento, Vincent I.

BSBA Marketing 3G

Assignment

1. Select one of the dimensions of Culture Hofstede and describe how it might be

used in market segmentation.

- Market segmentation refers to the process of dividing the target market into a

smaller and well-defined category. The dimensions of Culture Hofstede serve

as a foundation for characterizing, comparing specific national cultures, and

they are helpful in identifying environmentally sensitive segments of the

market.

One of the dimensions of Culture Hofstede is the Masculinity/Femininity

which refers to traits or characteristics typically similar with being male or

female. It can be easily used in market segmentation because every

individual has a gender role in our society even those people who are part of

LGBT community, they level themselves on how they prefer to be. Though

both males and females can come under the target market for a given

product, it is also possible for both men and women to share one product or

what we call the unisex products besides, markets can also bring changes in

their products with an aim to fulfill the requirements of a specific gender that’s

why there is gender segmentation.

2. Discuss how Culture, Customs, and Rituals influences on culture.

- Culture can be defined as the arts and other manifestations of human

intellectual achievement regarded collectively. It can also be understood as

the ideas, customs, and social behavior of a particular people or society.

Therefore, it’s the shared patterns of our behavior and interaction which are

learned through socialization. A custom is defined as a cultural idea that

describes a regular, patterned behavior that is considered characteristic of life

in a social system. Shaking hands, bowing, and kissing all customs are

methods of greeting people. The method most commonly used in a given

society helps distinguish one culture from another. A ritual is a ceremony or

action performed in a customary way. As an adjective, ritual means

"conforming to religious rites," which are the sacred, customary ways of

celebrating a religion or culture.