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24 views29 pages

Week 2 Lecture Slides

Uploaded by

jiejialing08
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Personalisation based on characteristics

of the target audience, their social


standing and subcultures they belong to
根据目标受众的特点、社会地位和所
属亚文化进行个性化

Dr. Marjan Aslan


Personalisation
个性化

Dr. Marjan Aslan


Individual
Differences
Examples:
• Spendthrifts
• 挥霍无度的
• Tightwads
• 精打细算的
• Frugal
• 节俭的
• Self-monitors
• 自我监控
• Extraverts
• 外向的人

Dr. Marjan Aslan


Social Standing or Social Status
社会地位或社会地位

Among factors determining consumers’ social


standing:
在决定消费者社会地位的因素中 :
– Occupation
– 占领
– Education
– 教育
– level of income
– 收入水平
Dr. Marjan Aslan
People use products to signal to which group or
class they hope to belong
人们用产品来表明他们希望属于哪个群体或
阶级

Dr. Marjan Aslan


Products sometimes serve as status symbols
产品有时是地位的象征

• We use status symbols to


communicate our social
standing to others.
• 我们用地位象征向他人传达
我们的社会地位。

Dr. Marjan Aslan


Status Signalling
状态信号

• The differences in the level of


visibility of a product as a status
symbol is called brand prominence.
• 作为地位象征的产品的可见性水平
的差异被称为品牌突出。
• When people choose a brand based
on brand prominence, they are said
to be status signaling.
• 当人们根据品牌知名度选择一个品
牌时，他们被认为是地位信号。
Conspicuous Consumption vs. Parody Display
炫耀性消费 vs 拙劣的展示
Parody display occurs when a person
Conspicuous consumption occurs where a person flaunts seeks display by deliberately avoiding
his status by deliberately using up valuable resources fashionable products.
炫耀性消费发生在一个人通过故意消耗有价值的资源
来炫耀自己的地位 当一个人故意避开时尚产品来寻求展
示时，就会出现模仿展示。
Status Signalling
状态信号
Subcultures
亚文化
• Subcultures are large groups that exist within a society, and membership in
them often gives marketers a valuable clue about individuals’ consumption
decisions.
• 亚文化是存在于一个社会中的大群体，其中的成员往往给营销人员提
供了关于个人消费决策的宝贵线索。
• Consumers might have different preferences, needs, and sensitivities
depending on subcultures they belong to.
• 消费者可能有不同的偏好、需求和敏感性，这取决于他们所属的亚文
化。

Dr. Marjan Aslan


Personalisation based on religious and spiritual themes
基于宗教和精神主题的个性化

Dr. Marjan Aslan


Age Cohorts
• 1. The Interbellum Generation—People born at the beginning of the
twentieth century.
• 1. 内战时期的一代——出生在二十世纪初的人。
• 2. The Silent Generation—People born between the two World Wars
• 2. 沉默的一代——出生在两次世界大战之间的人
• 3. The War Baby Generation—People born during World War II
• 3. 战争婴儿一代——二战期间出生的人
• 4. The Baby Boom Generation—People born between 1946–1964
• 4. 婴儿潮一代—— 1946-1964 年间出生的人
• 5. Generation X—People born between 1965–1985
• 5. x 世代指 1965-1985 年间出生的人
• 6. Generation Y—People born between 1986–2002
• 6. y 世代—— 1986-2002 年间出生的人
• 7. Generation Z—People born 2003 and later
Teens

Dr. Marjan Aslan


Gen Z

Dr. Marjan Aslan


Gen Y

Dr. Marjan Aslan


Gen X
• Born 1965-1979

Dr. Marjan Aslan


Boomers
• Consumers born between 1946 and
1965

Dr. Marjan Aslan


• Needs and priorities of the seniors:
• 长者的需要及优先次序 :
– Autonomy—they want to lead active lives and
to be self-sufficient.
– 自主性——他们想过积极的生活，自给自
足。
– Connectedness—they want to keep bonds
with friends and family.
– 联系——他们希望与朋友和家人保持联系。
– Altruism—they want to give something back
to the world.
– 利他主义——他们想要回馈世界。
The Gray Market
灰色市场
Older adults control more than 50% of discretionary incom
and worldwide consumers over 50 spend nearly $400 billio
a year.
老年人控制着超过 50% 的可支配收入，全球 50 岁以上的消费者每年
消费近 4000 亿美元。
Ethnic subcultures
民族亚文化
People’s ethnic differences should be explicitly taken into account
when formulating marketing strategies.
• 在制定营销策略时，应明确考虑到人们的种族差异。
Membership in an ethnic subculture can predict factors such as:
一个民族亚文化的成员资格可以预测如下因素 :
– level and type of media exposure,
– 接触媒体的程度和类型 ;
– food and apparel preferences,
– 对食物和服装的偏好 ;
– political behavior, and
– 政治行为，以及
– leisure activities.
– 休闲活动。
Place-based Subcultures
实体亚文化

• Marketers can increase the


efficiency of their messages when
they focus on the similarities
among consumers who choose to
live in the same place.
• 当营销人员关注选择住在同一个
地方的消费者之间的相似之处
时，他们可以提高信息的效率。
• Researchers base this approach on
the common assumption that
“birds of a feather flock together.”
• 研究人员将这种方法建立在“物
以类聚”的普遍假设之上。
Examples of differences in tastes based on national culture
基于民族文化的品味差异的例子

Muted colors are usually more preferred in Nordic countries Bright colors are preferred in Mexico
在北欧国家，人们通常更喜欢柔和的颜色 墨西哥人喜欢鲜艳的颜色

Dr. Marjan Aslan


High-context vs. low-context cultures
高语境文化 vs 低语境文化

One important cultural difference is how


abstract or literal the group is.
一个重要的文化差异是这个群体的抽象程
度或字面意义。
– High-context cultures:
– 高情境文化 :
• symbols and gestures carry much weight,
• 符号和手势很有分量，
• People from high context countries usually
communicate in ways that are implicit
• 来自高语境国家的人通常以含蓄的方式交流
• Examples of high context countries: India and
China
• 高背景国家的例子 : 印度和中国
– Low-context culture:
– 低情境文化 :
• low-context cultures rely on explicit verbal
communication Examples of low context
countries: Scandinavia and Germany
• 低语境文化依赖明确的言语交流。低语境国
家的例子 : 斯堪的纳维亚和德国
Lifestyle: Who We Are, What We Do
生活方式 : 我们是谁，我们做什么
- Lifestyle refers to a pattern of consumption reflecting a person’s choices of
how he or she spends time and money.
生活方式指的是一种消费模式，反映了一个人对时间和金钱的选择。
- In an economic sense, lifestyle reflects how one elects to allocate income.
—— 从经济角度看，生活方式反映了一个人选择如何分配收入。
Product complementarity occurs when the symbolic meanings of different products are related to each
other.

Examples:

- Minimalistic style
- Bohemian style

Dr. Marjan Aslan


Scandinavian design is modern and minimalist with plenty of natural views. The calm, muted
tones of pale blue, cool grey, white and cream are seen everywhere in Scandinavian interiors.
斯堪的纳维亚的设计是现代和极简主义的，拥有充足的自然景观。淡蓝色、冷灰色、白色
和奶油色的平静、柔和的色调在斯堪的纳维亚的室内随处可见。

Dr. Marjan Aslan


Co-Branding Strategies
联合品牌战略

Co-branding strategies are used by marketers


to combine products that appeal to similar
patterns of behavior or a similar consumption
style.
联合品牌策略是营销人员用来将吸引相似行
为模式或相似消费风格的产品组合起来的策
Dr. Marjan Aslan 略。
Taste Culture
品味文化

Dr. Marjan Aslan


Thank You!

Dr. Marjan Aslan

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