UNDERSTANDING THE SELF  Culture has a great impact on a human being,

and this is manifested in his or her thoughts,

UNFOLDING THE SOCIAL, SOCIO-DIGITAL,
MATERIAL, and SPIRITUAL SELF behaviors, and expression.
 But it varies in terms of geographical,
LESSON 1: THE SOCIAL SELF traditional, and individual contexts.

THE SELF AND ITS SOCIAL AGENCIES

Bioecological Systems Theory
1. Family Urie Bronfenbrenner’s (1935)
 At the beginning of life, one already belongs to a Bioecological Systems of Development explains an
social group: his or her family. It is the most individual's social development, using biological,
pervading influential social group that environmental, and ecological lenses. The theory
impacts the self in its entire course of explains the bidirectional influence of individual
development. The views one holds about the systems to each other and posits five specific
world, values upheld in making choices and systems that shape an individual's sense of self.
decisions, and the habits and persistent
behavior one carries have been formed in the
context of one's family and home environment. Bioecological Systems Theory
 Parents are one's first teachers
 Relationships with siblings harness one's 1. Microsystem
socialization skills , particularly in play This system refers to the institutions and social
moments and quarrels which help shape one's groups that the individual has direct contact and
conflict resolution skills. interaction with, including families, peers, schools,
religious institutions, and the immediate
2. Schools and the General Academic community.
Environment 2. Mesosystem
 Worldviews expand as one gets exposed to This system refers to the interconnections among
more people in different social learning aspects of the microsystems affecting the
environments. individual. Pragmatic examples of this would
 Knowledge and social skills gained from include parent-teacher associations (PTA), parent
mentors, relatives, and peers contribute to how and peer connections, and community relations,
the social self is harnessed. among others.
 The information gleaned from books, lectures of 3. Exosystem
insights from classmates are assimilated and This system refers to the social setting that an
imbibed consequently in the inner recesses of individual has no direct interaction with but
nevertheless affects his or her development. An
the self.
example of this could be the work setting of one's
3. Communities parents where a major company decision that
 One's cultural beliefs and practices are results in the loss of job of either parent will have a
influenced by what communities and societies significant impact to the child.
dictate. 4. Macrosystem
 Values such as respect for the elderly, This system encompasses the larger cultural
persistence and dedication for tasks, and love context in which the individual resides in. An
for one's country are often the products of example of a macrosystem would be the Philippines
communal settings one belongs to and societal as a third-world country where there is a notion
expectations imposed on him or her. that life can be better when one works abroad.
 Religion, politics, media, education, and the 5. Chronosystems
government are all social institutions that This system focuses on patterns of environmental
directly impact one's social self. events, including sociohistorical events from a
specific to a general context. For example, one's
graduation from college would entail changes in his
CULTURE or her social self as he or she is expected to work to
help his or her family and contribute to the society.
According to Edward Tylor (1871), "culture is the
complex whole which includes knowledge, belief,
law, art, moral, custom, and other capabilities and
habits acquired by man as a member of society."
 LESSON 2: THE SOCIO-DIGITAL SELF

The Self in the Age of Technology

 Nowadays, people can interact with each other
even if they are physically present in the same
place
 One of the innovations that improved people’s
interaction and socialization processes is social
media.
 Social media is defined as the websites and
applications that make it easier to create and
share information, ideas, and interests.
 Online disembodiment is when people act
differently since interaction in social media do
not happen face to face and there is no physical
presence required.
 Based on different studies, individuals are
Individualism-Collectivism Model
prone to create digital identities, which are
(Hazel Rose Markus and Shinobu Kitamaya,
different from their “real selves.”
1991)
Digital Identity
Individualism
 Role identities are the characters and roles
 Individualism focuses on one's individual
an individual creates as a member of a
attributes and personal distinctiveness.
particular social group.
 People who are individualistic are observed to
 The greater the commitment of an individual
be competitive and self-reliant.
to a particular identity, the greater the
 They are likely to be independent in achieving
their personal interests rather than orientation importance of this identity.
values relationships and harmony.  According to Turkle (1995), people can
 People who are becoming dependent on a redefine themselves on the internet.
group.  In some cases, people present themselves
differently in online interactions as
Collectivism compared to the face-to-face interactions
 Collectivism values relationships and harmony.
 People who are collectivistic prioritize interests
to maintain healthy relationships.
 They are likely to be adaptive to other people, they engage in.
and cooperative in group tasks.

Online Disinhibition Effect

I vs. Me  It is when people adopt fake identities
(Herbert Mead, 1934) and engage in behaviors that they would
 According to Mead, the "I" is who an individual not do in real life interactions.
really is. It is one's opinion of himself or herself
 Benign disinhibition is when people tend
as a whole.
 The "I" is manifested when one acts naturally to self-disclose more on the internet than
for his or her own motivations and not because they would in real life or go out of their way
of others. to help someone or show kindness.
 The "Me" is the awareness of how others expect  Toxic disinhibition is when people use
one to behave. rude language, bully or threaten others on
 This is also known as the social self. online platforms, and go to websites with
 This part of the self, according to Mead, is the contents of violence, crime, and
careful and the conscious. When you know that pornography.
there are people staring at you, you are likely to
take note of what others would think about you, Managing Responsible Online Behavior
and thus adjust your behavior according to
 Do not post or send anything that will
what you think is acceptable to others.
embarrass you
 Avoid posting statements when
experiencing strong emotions
 Do not hang out with the “wrong crowd” are: Christianity, Islam, Buddhism, Judaism and
online and offline. Hinduism.
 Be careful with oversharing, especially
confidential information that may be used RELIGIOUS WHAT/WHO EXAMPLE
irresponsibly. CLASSIFICATIO IS DIVINE
 Respect other people in the online N
community. Polytheism Multiple Hinduism,
gods Ancient
Greeks, and
LESSON 3: THE MATERIAL/ECONOMIC Romans
SELF Monotheism Single god Judaism,
Islam, and
NEEDS Vs. WANTS Christianity
 Needs are those important for survival. Atheism No deities Atheism,
 Examples of these are food, clothing, and Buddhism,
shelter which are basic needs so people Taoism
purchase them out of necessity. Animism Nonhuman Indigenous
 Wants are synonymous to luxuries. beings nature
 People sometimes purchase them for reasons worship,
that do not warrant necessity.
Shinto
UTILITY Vs. SIGNIFICANCE
 Utility is concerned with how things serve a Spirituality, on the other hand, is the aspect of
practical purpose. humanity that refers to the way individuals
 Significance is concerned with the meaning seek and express meaning and purpose and the
assigned to the object. way they experience their connectedness to the
 According to Roland Barthes, objects are not moment, to self, to others, to nature, and to the
just things but are reflections of the wider significant or sacred.
lives of communities and individuals
 The things people possess are also in sync with
It is any experience that is thought to bring the
what is valued by their community
 The possession of material things also indicates experiencer into contact with the divine.
one’s status in the society (wealthy, middle Spirituality, in general, includes a sense of
class, or poor) connection to something bigger than ourselves,
 One’s possession, which are personal choices, and it typically involves a search for meaning in
build one’s material and economic self which is life. People may describe a spiritual experience
an extension of his or her social identity as sacred or transcendent or simply a deep
sense of aliveness and interconnectedness.
Some may find that their spiritual life is
LESSON 4: THE SPIRITUAL SELF intricately linked to their association with a
church.
Religion Vs. Spirituality
Maybe you’ve heard about spirituality but Difference of Religious from Spiritual
aren’t really sure what it is. Well, it’s different Person
from religion, and you can practice it even if
you’re not religious. Religious
 Someone who believes in a god or group of
Religion is the belief in and worship of a gods and consciously adheres to the beliefs
superhuman controlling power, especially a of his/her religion.
personal God or gods: it is a particular system  Emphasizes sin, guilt and the concept of a
of faith and worship. punishing God.
 Other religions feels their path is the only
Religions worldwide are grouped into four way to salvation and that other religions
major classifications depending on who or are wrong
what they considered to be divine. The
religions with the most number of followers Spiritual
 Places little importance on beliefs and
traditions and is more concerned with
B. Prayer
growing and experiencing the Divine.
 Emphasizes love where there is no  A spiritual communion with God (or an
condemnation and judgment, but where object of worship).
there is mercy and acceptance.  Just as we make time to spend with those
 Feels that all faiths are valid; embraces all we love, so in making time to pray we are
the world’s religions, but is not constrained seeking to grow in our relationship with the
by any religious forms. Divine.
 May elicit a relaxation response, along with
feelings of hope, gratitude, and compassion
Why Spirituality Important?
 Lack of spirituality may lead to sense of
meaningless and lack of purpose in life C. Yoga
which may be significant factors in
depression, anxiety and phobias  A Hindu spiritual and ascetic discipline
 Many spiritual traditions encourage  In Hindu philosophy, it teaches the
participation in a community (e.g. spiritual suppression of all mind and body activity so
fellowship) that the self may realize its distinction from
the material world and attain liberation.
Contemplative Practices  In western culture, yoga is a system of
 Contemplative practices are forms of physical posture, breathing techniques, and
training that emphasizes self-awareness, sometimes meditation to promote physical
self-regulation, and/or self-inquiry to enact and emotional well-being
a process of psychological transformation.
 These practices thus involve some form of
mental training, even when they also D. Journaling
involve physical movement or dialogue-
 The act of writing down your thoughts and
based exercises. Although contextualized
feelings to understand them more clearly.
differently among the traditions that use
 Helps you become more aware of your
them, contemplative practices are typically
inner life and feel more connected to your
viewed as practical methods to bring about
experience and the world around you.
a state of enduring well-being or inner
 Studies show that writing during difficult
flourishing.
times may help you find meaning in life’s
 Incorporated into daily life, contemplative
challenges and help you become more
practices act as a reminder to connect to
resilient in the face of obstacles.
what we find most meaningful.

A. Meditation
 It is a mental exercise (such as focusing on Other Points to Remember:
one’s breathing or repeating a mantra) for  Spirituality is a personal, subjective
the purpose of reaching a heightened level experience that varies from person to
of spiritual awareness. person.
 Anyone can meditate. All we need is a time  We are not born with innate spirituality.
during which we can set aside distractions  Religiosity can be a starting point for
and a place where the body can be spirituality.
comfortably be brought to stillness
 It can induce feelings of calm and clear-
headedness, as well as improved
concentration and attention
MARKETING MANAGEMENT approaches for different age and life-
CHAPTER 5: CUSTOMER-DRIVEN cycle groups
MARKETING STRATEGY CREATING  Gender segmentation divides the
VALUE FOR TARGET CUSTOMERS market based on sex (male or female)
 Income segmentation divides the
Customer-Driven Marketing Strategy: Creating market into affluent, middle-income or
Value for Target Customers low-income consumers
Topic Outline • Psychographic segmentation divides
• Customer-Driven Marketing Strategy buyers into different groups based on social
• Market Segmentation class, lifestyle, or personality traits.
• Market Targeting • Behavioral segmentation divides buyers
• Differentiation and Positioning into groups based on their knowledge,
attitudes, uses, or responses to a product
 Occasions
MARKET SEGMENTATION  Benefits sought
Market segmentation  User status
Dividing a market into smaller segments with  Usage rate
distinct needs, characteristics, or behavior that  Loyalty status
might require separate marketing strategies or
mixes.
USING MULTIPLE SEGMENTATION BASES

Multiple segmentation is used to identify

smaller, better-defined target groups

SEGMENTING INTERNTIONAL MARKETS

Geographi Economic
• Segmenting consumer markets c location factors
• Segmenting business markets Political- Cultural
legal factors factors
• Segmenting international markets
• Requirements for effective
segmentation REQUIREMENTS FOR EFFECTIVE
SEGMENTATION
SEGMENTING CONSUMER MARKETS To be useful, market segments must be:

Measurabl
Geographic
Demographi
Accessible
segmentatio
c
segmentatio
e
n
n
Substantia Differentia
Psychograp
l ble
Behavioral
hic
segmentatio
segmentatio
n
n
Actionable

• Geographic segmentation divides the Measurable: The size, purchasing power, and
market into different geographical units profiles of the segmentscan be measured.
such as nations, regions, states, counties, or Accessible: The market segments can be
cities effectively reached and served.
• Demographic segmentation divides the Substantial: The market segments are large or
market into groups based on variables such profitable enough toserve.
as age, gender, family size, family life cycle, Differentiable: The segments are conceptually
income, occupation, education, religion, distinguishable andrespond differently to
race, generation, and nationality different marketing mix elements and
 Age and life-cycle stage segmentation programs.If men and women respond similarly
is the process of offering different to marketing efforts for soft drinks, theydo not
products or using different marketing constitute separate segments.
Actionable: Effective programs can be designed Also known as:
for attracting and serving the segments. – One-to-one marketing
– Mass customization
– Markets-of-one marketing
MARKET TARGETING
SELECTING TARGET MARKET SEGMENTS CHOOSING A TARGET MARKET
Target market consists of a set of buyers who Depends on:
share common needs or characteristics that the • Company resources
company decides to serve • Product variability
• Product life-cycle stage
EVALUATING MARKET SEGMENTS • Market variability
• Segment size and growth • Competitor’s marketing strategies
• Segment structural attractiveness
• Company objectives and resources SOCIALLY RESPONSIBLE TARGET
MARKETING
TARGET MARKETING STRATEGIES • Benefits customers with specific needs
• Undifferentiated marketing targets the • Concern for vulnerable segments
whole market with one offer – Children
– Mass marketing • Alcohol
– Focuses on common needs rather than • Cigarettes
what’s different • Internet abuses

• Differentiated marketing targets several

different market segments and designs DIFFERENTIATION AND
separate offers for each POSITIONING
– Goal is to achieve higher sales and Product position is the way the product is
stronger position defined by consumers on important attributes
– More expensive than undifferentiated —the place the product occupies in consumers’
marketing minds relative to competing products
– Perceptions
• Concentrated marketing targets a small – Impressions
share of a large market – Feelings
– Limited company resources –
– Knowledge of the market CHOOSING A DIFFERENTIATION AND
– More effective and efficient POSITIONIG STRATEGY
• Identifying a set of possible competitive
• Micromarketing is the practice of tailoring advantages to build a position
products and marketing programs to suit • Choosing the right competitive
the tastes of specific individuals and advantages
locations • Selecting an overall positioning strategy
– Local marketing • Communicating and delivering the
– Individual marketing chosen position to the market

• Local marketing involves tailoring brands Identifying a set of possible competitive

and promotion to the needs and wants of advantages to build a position by providing
local customer groups superior value from:
– Cities
– Neighborhoods Product differentiation
– Stores Service differentiation
Channel differentiation
• Individual marketing involves tailoring People differentiation
products and marketing programs to the Image differentiation
needs and preferences of individual
customers
IDENTIFYING POSSIBLE VALUE
DIFFERENCES AND COMPETITVE
ADVANTAGES
Competitive advantage is an advantage over
competitors gained by offering consumers
greater value, either through lower prices or by
providing more benefits that justify higher
prices

CHOOSING THE RIGHT COMPETITIVE

ADVANTAGE
Difference to promote should be:
Important Distinctive

Superior Communicable

Preemptive Affordable

Profitable

SELECTING AN OVERALL POSITIONING

STRATEGY

Value proposition is the full mix of benefits

upon which a brand is positioned

DEVELOPING A POSITIONING STATEMENT

• To (target segment and need) our (brand)
is (concept) that (point of difference)

COMMUNICATION AND DELIVERING THE

CHOSEN POSITION
Choosing the positioning is often easier than
implementing the position.