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Social Class
Social class: relatively permanent and homogeneous divisions in a society into which individuals or families sharing similar values, lifestyles, interests, wealth, status, education, economic positions, and behavior can be categorized
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The theory of class conflict explains the human social history between two classes, the exploiting and the exploited. According to Karl Marx (1818-1883), "the history (1818of all hitherto existing society is the history of class struggles"
Marx and Engels through the book, The Communist Manifesto (1848). They pointed out that classes, such as, freeman and slave, lord and serf, guild-master and journeyman, opposed guildeach other. Moreover, their society was obviously divided by classes There are two classes. classes defined by the ownership of property in the society, one is "the bourgeoisie, who own bourgeoisie, the factories and corporations and form the ruling class" and another one is "the proletariat, proletariat, the mass of workers, who [are] exploited by this ruling class
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Group Exercise
Form a group of four people Develop a scale of measurement for social status Be bl t B able to answer th f ll i the following:
SingleSingle-Item or Multi-Item? MultiWhat is the main effect (most important factor)of the index? What are the strengths and weaknesses? What products or services would be the best application of your index?
SingleSingle-Item Indexes
MultiMulti-Item Indexes
Hollingshead Index of Social Position Warners Index of Status Characteristics Census Bureaus Index of Socioeconomic Status
SingleSingle-Item Indexes
MultiMulti-Item Indexes
Hollingshead Index of Social Position Warners Index of Status Characteristics Census Bureaus Index of Socioeconomic Status
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Score
1 2 3 4 5 6 7
Score
1 2 3 4 5 6 7
Description D
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Dwelling Area
Very high: Gold Coast, North Shore, etc. High: better suburbs & apartment house areas Above average: areas all residential, b ll id i l space around houses, apartments in good condition Average: residential neighborhoods, houses no deterioration Below average: area beginning to deteriorate, business entering Low: considerably deteriorated, run down and semi-slum Very low: slum
4 5 6 7
Social Strata
15 31 62 84 94 97 99
Some grade school Some high school High school graduate Some college College graduate Graduate school
10 42 67 86 93 98
Laborers Students Service workers Operators Craftsmen Clerical sales Managers Professionals
20 33 34 58 58 71 81 90
*Note: Income levels should be adjusted by consumer price index before using. Source: U.S. Bureau of the Census, Methodology and Scores of the Socioeconomic Status, Working Paper No. 15 (Washington, D.C.: U.S. Government Printing Office, 1963).
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*Note: Income levels should be adjusted by consumer price index before using. Source: U.S. Bureau of the Census, Methodology and Scores of the Socioeconomic Status, Working Paper No. 15 (Washington, D.C.: U.S. Government Printing Office, 1963).
Market Segmentation
Identification of social class usage of the product Description of social class characteristics identified in target markets Development of marketing program to maximize effectiveness of marketing mix based on consistency with social-class attributes
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