Capturing Marketing Insights

escape. Oth ctssoughfself-realization." People bought dream cars ami dream vacations and spent inure time iti health activities [jogging. ten iris), in ii urns pee I ion, tmd in arts and crafts (see Table 3.4 for a current profile}. Today, some people are adopting more conservative behaviors and ambitions. Marketers must recognize that there are many different groups with different views of themselves, l it'di's qfothers. People are concerned about the homeless, crime aiul victims, nnd other social problems. They would like to live hi a more humane society, At the same time, people are seeking out their "own kind" and avoiding strangers, They hunger for serious and long-lasting relationships with a few Others. These 1 rends portend a growing market for sneial-support products and services that promote direct relations between human beings, such as health dubs, cruises, and religious activity. They also suggest a growing mark« Tor "social surrogates," things that allow people who are alone to leel that they are not, such as television, home video games, and chat moms on tile Internet.

Views of ai-ga/fixations. People vary in their altitudes toward corporations, government agencies, trade unions, and other organisations, Most people are willing to work for these Organizations, but there has been an overall decline ¡n organizational loyally. The massive Wave of company dowuwings and corporate accounting scandals such els those at i^nrott» WorldCom, and lyco has bred cynicism and distrust,1'1 Many people today see work not as a source of satisfaction, hut as a required chore to earn money to enjov their turn work Jtnu rs. This outlook has several marketing i in plica I ions. Companies need to find new ways to win back consumer and employee confidence. They peed to make sure that they are good corporate citizens and that their consumer messages are honest.

Views of society. People vary in their attitudes toward their society. Some defend ii (pre servers), some run it (makers), some take what they Can front it (takers). some want to Change it (chancers), some ace looking I'm something deeper (seekers), and some want to leave it (cscapeisj.4' Consumption patterns often reflect social attitude, Makers tend to be high Eichievers who eat, dress, and live well, Chatigers usually live more frugally, drive smaller cars, and wear simpler clothes. Escapurs and seekers are a major market for movies, music, surfing, and camping.

■ Views of nature. People wiry in their attitudes toward nature. Some feel subjugated by it, otiiers feel in harmony with it, and still others seek mastery over it. A long-term trend has been humankind's growing mastery of nature through technology. More recently, however, pen pie have awakened to nature's fragility and finite resources. They recognize that nature can be destroyed by tinman activities. Business has responded to increased interest in camping, hiking, boating, and fishing With hiking boots, tenting equipment, and other gear. Tour operators are packaging tours to wilderness areas and to places like An I a ret iea.

Wetus of the universe. People vary in their beliefs about the origin of the universe and their place fb It. Most Americans are monotheistic, although religious conviction and practice have been waning through the years, Certain evangelical movements arc reaching tint to bring people hack into Organized religion. Some of the religious impulse has been redirected into an interest in Eastern religions, mysticism, the OCCtllt, and the human potential movement.

As people lose their religious orientation, they seek self-fulfillment artd immediate gratification. At |he same time, every trend seems to breed a countertrend, as indicated by a worldwide rise in religious fundamentalism. Mere are some other cultural characteristics of interest to marketers: the persistence of core cultural values, the exisicnce of subcultures, and shifts of values through time.

HIGH PERSISTENCE OF CORE CULTURAL VALUES The people living io a particular soci-cly hold many core beliefs and values that tend to persist. Most Americans still believe in work, in getting munled. in giving in charity, and in being honest. Core beliefs and values are passed on from parents to children and are reinfcrecti Ivy ma (or social insi initio us—schools, churches, businesses, and governments. Gevomiary beliefs and values are more open to change. Believing in the institution of marriage is a core belief; believing that people ouglit to get married earlv i>. a secondary belief. Thu-^ fami[y-planning marketers could make some

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