Marketing Management; A Cultural Perspective

Cover
Half Title
Title Page
Copyright Page
Table of contents
Contributors
Preface
Introduction
Scope and organization of the book
References
Part I Global-local cultural domains
1 Cultures, consumers, and corporations
Overview
1.1 Food for thought
1.1.1 Tastes, distastes, and identities
1.1.2 Food symbolism and diffusion
1.1.3 Cooking and feasting
1.2 Food, pleasure, and pain
1.2.1 You are what you eat
1.2.2 Food, health, and morality
1.2.3 Discipline and indulgence
1.3 Conclusion: Cultures of food
Exercise
Review and discussion questions
Keywords
References
2 International marketing at the interface of the alluring global, the comforting local, and the challenges of sustainable succ
Overview
2.1 Cultural positioning: Overcoming the dualities of standardization/adaptation and global/local
2.2 The allure of the global and the comfort of the local
2.3 Mingling the foreign and the familiar: Two cases
2.3.1 … With a scent of home
2.3.2 … Marketing Cola Turka in Turkey
2.4 Managerial implications
Review and discussion questions
Keywords
Note
References
3 Regional affiliations: Building a marketing strategy on regional ethnicity
Overview
3.1 From a utilitarian to a cultural consideration of the region
3.1.1 The region as a product place-of-origin
3.1.2 Regional affiliations
3.2 Regional marketing
3.2.1 Drawing on regional cultural resources
3.2.2 Resisting globalization
3.2.3 Inscribing the region in globalization
3.2.4 Allowing regional ostentation
3.3 Conditions of applicability
3.3.1 Market size
Extension of cultural expertise to other products and services
Export of the cultural expertise to other regions
Going beyond the region
3.3.2 Target heterogeneity
Ability to decode the symbolic representations
Managing authenticity
Review and discussion questions
Synthesis
Questions
Class discussion
Exercise
Keywords
Note
References
4 Dove in Russia: The role of culture in advertising success
Overview
4.1 Introduction
4.1.1 Introduction: The attractiveness of Russia
4.1.2 Introduction: Importance of advertising in winning the new markets
4.1.3 Introduction: Research tools for the appraising of international cultures
4.2 Advertising case: Dove in Russia
4.2.1 Public reaction to the campaign: Findings
4.3 Secondary research considerations
4.3.1 Attitudes toward advertising
4.3.2 Attitudes toward consumption in Russia
4.3.3 Attitudes toward gender
4.3.4 Attitudes toward beauty
4.3.5 Glossy women’s magazines
4.3.6 Globalization
4.4 Primary research considerations
4.5 Discussion and managerial implications
Review and discussion questions
Keywords
References
5 Market development in the African context
Overview
5.1 Cultural positioning
5.2 African markets: Then and now
5.3 Market development in Africa
5.4 Adaptive strategies for domestic market development
5.4.1 Case 1: MTN
Driving market growth in Africa
Challenges to continued growth
Lessons from the MTN case study
5.4.2 Other adaptive strategies
Adapting communications
Adapting prices
Adapting distribution
5.5 Developing export markets
5.5.1 Case 2: Ideal Providence Farms (shea butter)
Valuing local resources
Working with local culture
5.5.2 Case 3: Export marketing: Integrated Tamale Fruit Company
5.5.3 Case 4: Intra-African onion export marketing
5.6 Concluding remarks
Review and discussion questions
Keywords
References
6 Market development in the Latin American context
Overview
6.1 Introduction
6.2 Evolution of market development and consumer culture
6.3 Cultural diversity in consumer culture
6.4 Cultural diversity in market segmentation
6.4.1 Consumer identity combines traditional, modern and postmodern features
6.4.2 Cultural diversity in market segmentation
6.4.3 Cultural tension and corruption
6.4.4 Formal and informal trade
6.4.5 Consumer agency
6.5 Strategic cultural marketing implications
6.6 Conclusion
Review and discussion questions
Keywords
References
7 What do affluent Chinese consumers want?: A semiotic approach to building brand literacy in developing markets
Overview
7.1 Brand equity
7.1.1 Consumer needs and wants
7.1.2 The brand equity hierarchy
7.1.3 The challenge of global branding
7.2 Case study: What do affluent Chinese consumers want?
7.2.1 Background
7.2.2 Study design
7.2.3 Findings summary
7.2.4 The historical context
7.3 Brand literacy
7.3.1 Stages of brand literacy
7.3.2 Barriers to engagement
7.4 Brand audit exercise: A semiotic analysis of luxury perfume ads
7.4.1 The binary analysis
7.4.2 Brand literacy and cognition
7.5 Brand literacy in semiotic perspective
7.5.1 Brand literacy and language learning
7.6 Implications for consumer research
7.6.1 Implications for marketers
7.6.2 The culture factor
7.6.3 The role of advertising
7.7 Conclusions
Review and discussion questions
Keywords
Note
References
Part II Consumer and marketer identity and community politics
8 The relational roles of brands
Overview
8.1 Relating to customers
8.2 Relating to brands
8.2.1 Why consumers form relationships with brands
8.2.2 Relating to others through brands
8.2.3 Brands as social glue
8.2.4 Types of consumer-brand relationships
8.2.5 Managerial implications
8.3 Customer relationship management
8.3.1 Why are relationships missing from CRM?
8.3.2 Brands as relational partners
8.3.3 The rules of consumer-brand relationships
8.3.4 Negotiating consumer-brand relationships
Phase 1: Relationship exploration
Phase 2: Relationship expansion
Phase 3: Relationship commitment
Phase 4: Relationship disengagement
8.3.5 Managerial implications
8.4 Conclusion
Review and discussion questions
Keywords
References
9 Experiencing consumption: Appropriating and marketing experiences
Overview
9.1 The prevailing managerial approaches to experiencing consumption
9.2 A critical approach to experiential marketing
9.2.1 Production of experience
9.2.2 The extraordinary nature of experience
9.2.3 Access to experience
9.3 A cultural approach to the management of consumption experiences
9.3.1 Support systems
9.3.2 Collective action
9.3.3 Self-determination
9.4 Conclusion: In praise of a pluralistic approach
Review and discussion questions
Keywords
References
10 Facilitating collective engagement through cultural marketing
10.1 Introduction
10.2 Twilight community overview
10.3 Cultural marketing elements
10.3.1 Resonating themes
Romantic motifs
Superhuman science fiction
Relative inclusivity
10.3.2 Techno-social spaces
Communication spaces
Reader-to-reader meeting space
Author-to-reader meeting space
10.3.3 Behavioral templates
Consumer-generated content
Modeled practices
10.4 The Twilight community culture
10.4.1 Ideology
10.4.2 Norms
10.4.3 Beliefs
10.4.4 Rituals
10.5 The advantages of cultural marketing in Twilight
10.6 Similar works of fiction—different approaches
10.7 Using cultural marketing to reach customers
10.8 Conclusion
Review and discussion questions
Exercises
Keywords
Notes
References
11 Tribal marketing
Overview
11.1 “It’s a tribe Jim, but not as we know it”
11.2 Tribes and brand communities
11.3 From exchange value and use value to linking value
11.4 Tribal marketing versus traditional marketing
11.5 How to identify the potential of a consumer tribe
11.6 The three major steps of a tribal marketing approach
11.7 The limits of tribal marketing approaches: Relinquishing control
11.8 Conclusion: A tribal marketing future
Review and discussion questions
Keywords
References
12 Driving a deeply rooted brand: Cultural marketing lessons learned from GM’s Hummer advertising
Overview
12.1 Driving a deeply-rooted brand
12.2 The birth of the Hummer brand
12.3 The traditional targeting and communication approach
12.4 Limitations of the traditional approach
12.5 The culture-sensitive approach to targeting and communication
12.5.1 Study the cultural nexus of the brand
12.5.2 Address cultures, not individuals
Strategy 1: Let consumers do the magic
Strategy 2: Support one side of the cultural divide
Strategy 3: Bridge the gap
12.6 Conclusion
Review and discussion questions
Keywords
Notes
References
13 Cultural corporate branding: An encounter of perspectives
Overview
13.1 State of the art
13.2 Corporate religion
13.2.1 Corporate history of Kjaer Group
13.2.2 Corporate religion in Kjaer Group
13.2.3 The value explosion and confusion
13.3 Brand Base
13.3.1 An encounter between academic research and corporate identity and image
13.4 Implications for marketers
13.4.1 Implications for Kjaer: Turning the world upside down
13.4.2 Concluding takeaways in terms of managing culture
13.5 Final conclusions and pedagogical suggestions
Review and discussion questions
Keywords
Note
References
Part III Researching consumers, marketers, and markets
14 How you see is what you get: Market research as modes of knowledge production
Overview
14.1 Introduction
14.2 The marketing concept and market orientation
14.3 The eternal battle in/of marketing research
14.3.1 Mirroring and measuring market demand
14.3.2 Interpreting and understanding consumers
14.3.3 The empirical setting, data, and strategies of interpretation
14.3.4 Modes of knowledge production
14.3.5 Product category and consumer preferences—The structures of a functionalist mode of knowledge production
14.3.6 Summarizing
14.4 Cultural narratives as the structuring of markets
14.4.1 Summarizing
14.5 Two modes of knowledge production
14.6 Marketing implications: The cultural mode of knowledge production in new product development
14.7 Conclusions
Review and discussion questions
Keywords
References
15 Interpretive marketing research: Using ethnography in strategic market development
Overview
15.1 The case for interpretive marketing research
15.2 What makes a study interpretive?
15.3 Why is interpretive marketing research important for marketing strategy?
15.4 Ethnography as an intellectual tool for gaining Thick Data on consumers
15.5 Using ethnographic participation in revitalizing a brand
15.6 Market shaping through ethnography
15.7 Conclusion: The managerial challenges of deploying interpretive analyses
Key takeaways
Review and discussion questions
Keywords
References
16 Research methods for innovative cultural marketing management (CMM): Strategy and practices
Overview
16.1 Introduction
16.2 Data collection
Data collection steps
Key challenges
Key implication
Data collection steps
Key challenges
Key implication
Key challenges
Data collection steps
Key challenges
Key implication
Summary
16.3 Data analysis and presentation
16.3.1 Observation through visualization
Data analysis steps
Key challenges
Key implication
16.3.2 Researcher/participant collaboration
Data analysis steps
Key challenges
Key implication
16.4 Multi-perspective approaches to research
16.4.1 Multi-method approach
16.4.2 Cross-disciplinary approach
16.5 Summary and recommendations for future innovative research
Key takeaways
Contemplating data holistically
Communicating data insights—Establishing credibility, validity and support
Review and discussion questions
Keywords
References
17 Action research methods in consumer culture
Overview
17.1 Introduction
17.2 General approaches to research methods
17.3 Overview of the action research process
17.4 Four different types of action research
17.4.1 An embedded cultural tool for understanding individuals: Oral history
17.4.2 An imported cultural tool for understanding individuals: Collages
17.4.3 An embedded cultural tool for understanding communities: web-based collaboration
17.4.4 An imported cultural tool for understanding community: Photovoice
17.5 Managerial implications
Review and discussion questions
Keywords
References
Part IV Refashioning marketing practices
18 Re-examining market segmentation: Bifurcated perspectives and practices
Overview
18.1 Market segmentation: Art or science?
18.2 A longitudinal analysis of the premises grounding market segmentation
18.2.1 Preference agglomeration and differentiability
18.2.2 Exhaustiveness
18.2.3 Stability
18.2.4 Measurability, relevance, and accessibility
18.3 The segmentation process: Linearity, instantaneity, and discursivity
18.3.1 The marketing science approach: Hypersegmentation, hypertargeting, and personalization
18.3.2 The cultural marketing approach: A discursive practice
18.4 Expanding segmentation criteria
18.4.1 Direct versus indirect segmentation criteria
18.4.2 Top-down versus bottom-up segmentation criteria
18.5 Conclusion
Review and discussion questions
Keywords
References
19 Value and price
Overview
19.1 Exchange value
19.2 Perceived value
19.3 Use value
19.4 Value co-creation
19.5 The process of pricing
19.6 The pricing situation analysis
19.6.1 Internal company dynamics
19.6.2 Competitive dynamics
19.6.3 Socio-legal dynamics
19.6.4 Consumption dynamics
19.7 Pricing objectives
19.8 Pricing strategies
19.9 Price implementation
19.10 Summary
Review and discussion questions
Keywords
References
20 Product design and creativity
Overview
20.1 Introduction
20.1.1 Product design: From function to culture
Initial stage
Middle stage
Final stage
20.1.2 Functionalist product design
20.2 Product design as embodiment of meaning
20.3 HOM creates lingerie for men
20.3.1 HOM product innovation story
The brand’s milestones
20.3.2 How is HOM’s success to be accounted for?
20.4 Transforming approaches to design
20.4.1 Consumers as co-creators
20.4.2 Sustainable development and product design
20.4.3 Conclusion
20.5 Managerial implications
20.5.1 Conceptualizing
20.5.2 Implementing
20.5.3 Optimizing
Review and discussion questions
Class discussion
Keywords
References
21 When the diffusion of innovation is a cultural evolution
Overview
21.1 Innovation process
21.1.1 Innovation and creative destruction
21.1.2 Traditional marketing approaches to innovation diffusion
21.1.3 Social and cultural approach to innovation diffusion
21.1.4 Technological innovation mediated by cultural context
21.2 Luxury, perfume, and legitimated taste: Social imitation and distinction
21.2.1 Innovation that builds new cultural norms: The creation and diffusion of fashion
21.2.2 The process of institutionalization
21.2.3 Interagency and the role of consumers in the creation and diffusion of fashion
21.3 Conclusions and implications
Takeaways
Review and discussion questions
Keywords
References
22 Gendered bodies: Representations of femininity and masculinity in advertising practices
Overview
22.1 Introduction
22.1.1 Differences between the traditional and the cultural approach
22.1.2 Managerial contribution of the cultural approach
22.2 Theoretical discussion: Gender studies and marketing
22.3 Femininity and masculinity in advertising
22.3.1 The “carnal feminine”
22.3.2 Undesirable and desirable males
22.4 Concluding discussion: The consuming body in contemporary consumer culture
Exercise
Review and discussion questions
Keywords
Notes
References
23 Sales promotion: From a company resource to a customer resource
Overview
23.1 Traditional sales promotion: Principles and limitations
23.1.1 Traditional sales promotion principles
23.1.2 Traditional sales promotion limitations
Negative effects of promotion on the brand’s (retailer’s) perceived image
Development of price sensitivity and consumer disloyalty
Cultural differences as limitations to the effectiveness of promotions
23.2 New consumer responses to measures aimed at stimulating sales
23.2.1 Sales promotion as a resource for the consumer
23.2.2 Consumer resistance to programs aiming at stimulating sales: From skeptical to cynical consumers
23.3 How can companies’ objectives be reconciled with consumer personal identity projects? Some examples of successful ...
23.3.1 Providing consumers with economic and time resources for the pursuit of smart, wise or responsible consumption: ...
23.3.2 Surprising customers through creativity: Mobilizing consumers’ ludic resources for consumption as experience
23.3.3 Offering consumers social and utopian resources for consumption as play and classification
23.3.4 How can companies activate cultural resources? By customer empowerment and co-design strategy
23.4 Conclusion
Review and discussion questions
Keywords
References
24 Second-hand markets: Alternative forms of acquiring, disposing of, and recirculating consumer goods
Overview
24.1 Shifting cultural representations of second-hand buying behaviors
24.2 Mapping second-hand markets
24.3 Motivations to buy, sell, and exchange used goods: Consuming elsewhere and differently
24.3.1 Economic motivations: Earning/saving money
24.3.2 Practical motivations: Decluttering and recirculating objects conveniently
24.3.3 Hedonic/recreational motivations: Bringing extra soul into consumption
24.3.4 Ethical/critical motivations: Reassessing value and challenging market principles
24.4 Second-hand profiles and practices
24.5 Lessons for the retail sector
24.5.1 Absence of real barriers to entry
24.5.2 Reversal of trade principles and of actors’ roles
24.5.3 Lateral recycling and the extension of the life of products
Review and discussion questions
Keywords
References
25 The ecology of the marketplace experience: From consumers’ imaginary to design implications
Overview
25.1 Introduction
25.2 Evoking the imagination: Spectacular consumptionscapes
25.2.1 The use of themed retail environments
25.2.2 The social role of everyday/mundane consumptionscapes
25.3 Cultural identity and the role of place
25.4 Movements, gestures, and practices in marketplaces
25.5 The design of commercial spaces: The merge of functionality and aesthetics
25.5.1 The aesthetics of servicescapes
25.6 Conclusions
Review and discussion questions
Keywords
Note
References
26 Digital marketing as automated marketing: From customer profiling to computational marketing analytics
Overview
26.1 The beginnings: Database marketing
26.2 The context of production
26.3 Early forms of customer production
26.4 Towards the flexible production of customers
26.5 From the production of profiles to the production of subjectivity
26.6 Conclusion: Strategic marketing implications
Review and discussion questions
Keywords
Notes
References
Part V Institutional issues in the marketing organization and academy
27 (Re)thinking distribution strategy: Principles from sustainability
Overview
27.1 Introduction
27.2 Putting the (re) into distribution
27.3 Achieving success through environmental sustainability: The Inverted Pyramid of Sustainability (TIPS)
27.3.1 (Cultural) strategies related to each stage of TIPS
27.3.2 Refuse
27.3.3 Reduce
27.3.4 Reuse
27.3.5 Repair
27.3.6 Redistribute
27.3.7 Recycle
27.3.8 Throw away
27.4 Cultural implications of TIPS
27.5 Managerial implications
27.6 Conclusions
Review and discussion questions
Keywords
References
28 Institutionalization of the sustainable market: A case study of fair trade in France
Overview
28.1 Defining the sustainable market
28.2 Institutionalization of the sustainable market
28.3 Analyzing the institutionalization of fair trade in France
28.3.1 Timeline of the institutionalization of fair trade
28.3.2 Legitimacy of fair trade organizations
28.4 Managerial implications
28.5 Takeaways
Review and discussion questions
Keywords
Notes
References
29 Commercializing the university to serve students as customers: A bridge too far, way too far
Overview
29.1 Introduction: A bridge too far
29.2 I like Ike
29.2.1 Prophesy fulfilled
29.3 The customer is king
29.3.1 Businesses as prospective clients for consulting services or employers of graduates
29.3.2 Students or their parents as consumers of the educational offering
29.3.3 Irony abounding
29.4 Case study: Professor M.B.H.
29.5 Consumption experience
29.6 A definition of consumer value
29.7 Three dimensions of consumer value
29.8 A typology of consumer value: The Eight E’s
29.8.1 Impoverished preoccupations: A misplaced customer orientation
29.8.2 Missing values
29.9 Conclusion
Takeaways
Review and discussion questions
Keywords
References
30 Ethics
Overview
30.1 Introduction
30.2 Conceptualizing ethics
30.3 The cultural approach to marketing ethics
30.4 The AMA code of ethics
30.5 Ethics in marketing—element by element
30.6 Global market ethics
30.7 Case—market financialization in the US
Consumption
Finance
Government
Free markets, ir/responsible markets
Review and discussion questions
Keywords
Notes
References
Index