Cultural Environment

The cultural environment is build up of institutions and other forces that influence society's basic values, preferences, perceptions and behaviours. Some definite cultural characteristics may affect marketing decision-making.  Among the superior dynamic cultural characteristics are following:

1). Persistence of the cultural values.  People's core faith and values have a greater degree of persistence.  Core beliefs and values are passed out on from parents to children and are resistant by churches, schools, business, and government.

Secondary beliefs and values are more open to revolutionize.

2). Shifts in secondary cultural values.  As secondary cultural values and beliefs   are release to change, marketers desire to spot them and be able to capitalize on change potential.  Society's main cultural views are expressed in:

a). People's  views  of  themselves. In their emphasis the people vary on serving themselves versus serving others.            In the year 1980s, materialism and personal ambition increased dramatically, along significant implications for marketing. The leisure industry was a main beneficiary.

b). People's views of others.  Observers have distinguished a shift from a "me-society" to a "we-society."  The consumers are spending more on services and products that will improve their lives instead their image.

c). People's views of organizations. People are eager to work for big organizations but suppose them to become increasingly socially responsible. Various companies are linking themselves to worthwhile causes.  Honesty in appeals is a necessity.

d) People's views of society.  This course influences consumption patterns. "Buy American" versus buying abroad is fact that will continue into the next decade.

e). People's view of nature. There is a rising trend toward people's emotion of mastery over nature through technology and belief that nature is abundant.  However, nature is finite.  Love of nature and sports linked with nature are expected to be major trends in the next several years.

f). People's views of the universe. Studies of religion, origin of man and thought-provoking ad campaigns are on rise.  At present, Americans are on a spiritual journey. It will possibly take the form of "spiritual individualism."