social class

Examples of social class in the following topics:

• Social Classes

  • Social class is often hard to define; in fact, many people dispute the existence of social classes in the United States.
  • Perhaps the simplest model to define social class is a three-tiered approach that includes the rich, the middle class, and the poor.
  • Social class can have a profound effect on consumer spending habits.
  • Marketers must be very aware of the social class of their target market.
  • A marketer should understand the dynamic of the social class as well.

• Factors Influencing Experience, Involvement, and Satisfaction

  • The main factors that influence experience, involvement, and satisfaction with a product are personal, social, object and situational.
  • Personal or individual factors can also serve as strong influences, including gender, age, income level or social class, ethnicity, and sexual orientation.
  • Social Factors: Social influence can deeply affect consumer behavior, especially as related to the products they consider and consume.
  • A consumer's social network has a strong influence on the products he or she uses, since individuals tend to rely on the opinions and advice of friends and family.
  • Other social influences can include opinion leaders and reference groups.

• Scanning and Analysis

  • Issues are less deep-seated and can be "a temporary short-lived reaction to a social phenomenon. "
  • Marketing managers are confronted with many environmental concerns, such as those posed by technology, customers and competitors, ethics and law, the economy, politics, demographics, and social trends.
  • Issues are less deep-seated and can be "a temporary short-lived reaction to a social phenomenon. " A trend can be defined as an "environmental phenomenon that has adopted a structural character. "
  • PEST stands for political, economic, social and technological.

• Motivation

  • External influences: culture, sub-culture, locality, royalty, ethnicity, family, social class, past experience reference groups, lifestyle, and market mix factors
  • Motivation is versatile enough that it spans multiple areas, including physiological, behavioral, cognitive, and social.

• Applying the Diffusion of Innovation Theory

  • Optional innovation decision: This is made by an individual who is in some way distinguished from others in a social system.
  • Collective innovation decision: This is made collectively by all individuals of a social system.
  • Innovators are willing to take risks, youngest in age, have the highest social class, have great financial liquidity, are very social, and have the closest contact to scientific sources and interaction with other innovators.
  • Early adopters are typically younger in age, have a higher social status, have more financial liquidity, possess an advanced education, and are more socially forward than late adopters.
  • Indirect costs may be social, such as social conflict caused by innovation.

• Demographics of New Markets

  • This typically involves age bands (as teenagers do not wish to purchase denture fixant), social class bands (as the rich may want different products than middle and lower classes, and may be willing to pay more) and gender (partially because different physical attributes require different hygiene and clothing products, and partially because of the male/female mindsets).
  • For example, a marketer might speak of the single, female, middle-class, age 18 to 24, college-educated demographic.

• Cultural Values

  • The poor, the affluent, and the white-collar middle class are examples of material subcultures.
  • Social institutions - Those who participate in a social institution may form a subculture.
  • The cultural environment consists of the influence of religious, familial, educational, and social systems in the marketing system.
  • Cultural differences include language, color, customs, taboos, values, aesthetics, time, business norms, religion, and social structures.
  • A definition for social marketing is provided by Alan Andreasen: "Social marketing is the adaptation of commercial marketing technologies to programs designed to influence the voluntary behavior of target audiences to improve their personal welfare and that of the society of which they are a part

• Shaping Public Policy and Educating Consumers

  • For example, social marketers, dealing with goals such as reducing cigarette smoking or encouraging condom use, have more difficult goals.
  • Public policy, as government action, is generally known as the principled guide to action taken by the administrative or executive branches of the state with regard to a class of issues in a manner consistent with law and institutional customs.
  • Social marketing can help persuade and educate consumers on societal issues with the ultimate goal of helping to shape public policy.
  • For example, social marketers, dealing with goals such as reducing cigarette smoking or encouraging condom use, have more difficult goals.
  • Social marketing applies a "customer oriented" approach and uses the concepts and tools used by commercial marketers in pursuit of social goals like anti-smoking campaigns or fundraising for NGOs.

• Social Marketing

  • Social marketing is the systematic application of marketing to achieve specific behavioral goals for a social good.
  • Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good.
  • This is an oversimplification, as the primary aim of social marketing is social good, while in commercial marketing the aim is primarily financial.
  • Increasingly, social marketing is being described as having "two parents" - a "social parent," i.e., social sciences and social policy; and a "marketing parent," i.e., commercial and public sector marketing approaches.
  • Social marketing has, in the last two decades, matured into a much more integrative and inclusive discipline that draws on the full range of social sciences and social policy approaches as well as marketing.

• Defining Social Media

  • Social Networks: Social networking websites allow users to build web pages featuring personal portfolios and interests.
  • Social media can also be classified by their ability to facilitate certain social functions.
  • YouTube), social networking sites (e.g.
  • World of Warcraft), and virtual social worlds (e.g.
  • Describe the common characteristics of social media technologies, and user behaviors that occur on social media websites