Transcript Document 7604360

Global Consumer Culture
Culture: Subcultures (continued)
Social Responsibility
Manifestations of Culture
Myths & Rituals
SEX
Feminism Survey
Metrosexual
Social Class Subcultures
Social Class
The overall rank of people in a
society
Homogamy
Tendency to marry into a similar
social class
Social Stratification
Status hierarchy
Structure in a social group in which some
members are better off than others
•Social Stratification
Creation of artificial divisions in a society
•Achieved vs Ascribed Status
Achieved status: Status earned through hard work or
diligent study
Ascribed status: Status one is born with
Social Class
• A Universal Pecking Order
– Dominance-submission hierarchy: Each individual in the
hierarchy is submissive to those higher in the hierarchy
and is dominant to those below them in the hierarchy
• Social Class Affects Access to Resources
• Clothing Regulates Social Status
– Sumptuary Laws: restrictions that regulated style of
dress
Social Class Affects Purchase Decisions
Inconsistencies between fashion
leadership and social class
Ideas come from all levels in their own
way following trickle across theory
The subtle distinctions pertain to
luxurious fabrication and brand, that
denote cost, and possibly class
Class Differences in Worldview
A major social class difference involves the
worldview of consumers
Working class
–More focused on immediate needs than long-term goals
–Depend more heavily on relatives for emotional support
–Orient themselves toward community rather than the world
–More likely to be conservative and family oriented
Higher classes
–Focus on the long-term
Social Mobility
The passage of individuals from one
social class to another
Horizontal Mobility
Movement from one position to another roughly
equivalent in social status
Downward Mobility
Movement from one position to another position that
is lower in social status
Upward Mobility
Movement from one position to another position that
is higher in social status
Age Subcultures
Generational Cohorts
Subculture
Birthdate
%
Comment
GI Generation
Before 1930
14%
Came of age
during the
depression
The Silent
Generation
1928-1945
15%
Long period of
economic growth/
known as the war
babies
Baby Boomers
1946-1964
30%
Largest U.S.
generation;
known as the
Vietnam,
Woodstock, or
Sixties
Generational Cohorts
Subculture
Birthdate
%
Comment
Generation Y
1977-1995
25%
Often described
as cynical about
their futures; also
known as Gen X
Echo Bust
Born after 1996
18%
Children of postbaby boomers ,
called the echo
bust because the
birthrate will
decline
Acculturation
Process of learning the value
system of another culture
Refers to the process of movement and
adaptation to one country’s cultural
environment by a person from another
country
Levels of Acculturation
• People and institutions that teach the
ways of a culture.
– Culture of Origin
– Culture of Immigration
• Progressive learning model
– People gradually learn a new culture
as they increasingly come in contact
with it.
• Differences due to ethnic identification
Model of Consumer
Acculturation
Figure 14.2
Ethnic or Racial Subcultures
Ethnic Subculture
– Held together by common cultural or
genetic ties, and is identified both by its
members and by others as being a
distinguishable category.
Ethnicity and Marketing Strategies
– Subcultural membership shapes needs
and wants
– Will find advertising spokesperson from
own group
– Influences the way marketing messages
are communicated
Is Ethnicity a Moving Target?
De-ethnicitization
– The process whereby a product formerly
associated with a specific ethnic group is
detached from its roots and marketed to other
subcultures.
–
–
–
–
Sushi
Tex Mex
Mexican Food
Chinese Food
Ethnic Groups
• The “Big Three” American Subcultures
– African Americans
– Hispanic Americans
– Asian Americans
• New Ethnic Groups
– More likely to be Asian or Hispanic
– Best marketed to in native language
– Tend to cluster geographically
– Local community is primary source for
information
Hispanic Americans
• Describes people of different
backgrounds
• Attractive Market Segment
• Distinguishing Characteristics
– Youth
– Family Size
– Importance of Family
Asian Americans
• Fastest growing minority group in the U.S.
• Culturally diverse and speak many languages
– The most affluent
– Best educated
– Most likely to hold technology jobs of any ethnic
subculture
– Prosperous Asians tend to be very status
conscious
• The Asian-American Consumer
– More Asian women love to shop than any other
– Do no show brand loyalty – even to Asian brands
– Conservative
History of Ethnic Strife
Native Americans
America as a “melting pot”
Civil War
Tuskeegee University
Lewis Adams & George W. Campbell
Booker T. Washington
George W. Carver
August 28, 1963
Ellis Island
WWII (antisemitism, Japanese internment camps, McCarthyism)
Civil Rights Movement
Desegregation Busing
Rosa Parks (December 1, 1955)
Martin Luther King
Sit Ins
Recent History
1992 Los Angeles Riots (Rodney King)
Indian Reservations
9/11
Racial Profiling
Reverse Discrimination
Title IX (1972 gender discrimination)
Affirmative Action (JFK, 1961)
Auburn University (Delta Sigma Phi & Beta Theta Pi)
Don Imus
VA Tech Shootings
Jena 6
Other Nations
What happens to products as
they go through this process
of diffusion and market
penetration?
Creative Destruction
“. . .the perpetual cycle of
destroying the old and less
efficient product or service
and replacing it with the new,
more efficient ones”
-Thomas Friedman
What happens after the decline?
Waste
Landfill
Recycling
Downcycling
Sustainability
The ability to maintain a system
indefinitely
This implies that system factors such as
environmental or economic resources
are maintained at levels in a manner
such that whatever is removed or used,
is replaced in the same or better
condition
Social Responsibility
Social responsibility generally
stems from an unequal
distribution of resources, and is a
notion that implies a
responsibility to act in ways that
positively impacts society.
Starbucks Coffee Company
Starbucks Mission Statement
Establish Starbucks as the premier purveyor of the
finest coffee in the world while maintaining our
uncompromising principles as we grow.
The following six guiding principles will help us measure the
appropriateness of our decisions:
•Provide a great work environment and treat each
other with respect and dignity.
•Embrace diversity as an essential component of the
way we do business.
•Apply the highest standards of excellence to the
purchasing, roasting, and fresh delivery of our
coffee.
•Develop enthusiastically satisfied customers all
of the time.
•Contribute positively to our communities and our
environment.
•Recognize that profitability is essential to our
future success.
Ways We Contribute Positively To
Our Communities And Environment
•Starbucks proudly supports organizations in
our local communities with cash and product
contributions through corporate giving, The
Starbucks Foundation, regional grant programs,
and regional marketing offices.
•Locally, we support the Red Cross, local
schools and the University, local artists, and
many community events.
•Composting with coffee grounds: the Grounds
For Your Garden program.
•Purveying quality coffees means much more
than selecting the finest beans on the market.
Starbucks strongly believes in the importance
of building mutually-beneficial relationships
with coffee farmers and coffee communities
with which we work.
The success of the farmers with whom we do business is a critical component
of our own success. We take an integrated approach to building relationships
with coffee communities:
•We pay premium prices for our coffee so farmers can make profits and take
care of their families.
•We purchase conservation and certified coffees, including Fair Trade
Certified™, shade grown and certified organic, to promote responsible
environmental and economic efforts.
•We invest in social programs to build schools, health clinics and other projects
that benefit coffee-growing communities.
•We collaborate with farmers through the Farmer Support Center, located in
Costa Rica, to provide technical support and training that promotes high-quality
coffee for the future.
• We encourage participation in Starbucks Coffee and Farmer Equity Practices
(C.A.F.E. Practices), a set of socially responsible coffee buying guidelines, by
offering preferential buying status for participants that score the highest on
verified reports.
C. A. F. E. Practices
Suppliers who apply to C.A.F.E. Practices and obtain independently verified
scores receive preferential buying status with Starbucks Coffee Company.
•C.A.F.E. Practices is scored out of 105 total points. There are three acceptance
categories for C.A.F.E. Practices suppliers: Strategic, Preferred and Verified.
•For Strategic Supplier status: In the areas of Social Responsibility, Environmental
Leadership –Coffee Growing, and Environmental Leadership – Coffee Processing, the
scores assigned by the approved verifier must meet or exceed 80% of the possible points
in each subject area.
•For Preferred Supplier status: In the subject areas of Social Responsibility,
Environmental Leadership – Coffee Growing, and Environmental Leadership – Coffee
Processing, applicants must achieve a minimum of 60% in each subject area.
•For Verified Supplier status: Applicants who do not achieve a minimum of 60% or more
in each of the scored Subject areas, but meet the minimum required indicators for the
criteria Minimum/Living Wage/Overtime Regulation (SR-HP1) and Child
Labor/Discrimination/Forced Labor (SR-HP4). Starbucks expects a Verified Supplier to
undergo a re-verification within one year after approval and demonstrate a 10 percentage
point improvement with the aim of achieving Preferred or Strategic Supplier status. If an
improvement of 10 percentage points is not attained the Verified Status will be lost.
Starbucks and Fair Trade
Purchasing Fair Trade Certified™ coffee is
one way that Starbucks supports
cooperatives of small-scale farmers and is
part of the larger, integrated approach
Starbucks takes to building mutually
beneficial relationships with coffee farmers
and their communities.
In fiscal 2006, Starbucks purchased 18 million
pounds of Fair Trade Certified™ coffee.