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Cultural Meanings
Posted By: Aleerak* on 8/14/2004 8:27 AM (CST) 250 Points
I need some help in answering the following question...

What is the role of marketing strategies in creating and maintaining (or modifying) cultural meanings?

Thanks,

Aleerak

Posted by: Deremiah *CPE Member Response
8/14/2004 8:38 AM (CST)
Aleerak,

Welcome aboard KHE!! What is the demographic scope of the cultural group you are trying to key in to? Could you please be so kind as to give us a little more background surrounding why this particular question has come up in your life today? Cultural meanings cover a broad category and if you can explain a little about what you do or how this pertains to your work or school it would make it easier for us to answer your question and more meaningful to everyone involved. Thanks for joining us Aleerak. Is there anything else I can do for you?

Your Servant, Deremiah, *CPE (Customer Passion Evangelist)
 
Posted by: Aleerak* Author Response
8/14/2004 8:47 AM (CST)
Hi Deremiah,

Thank you for responding so quickly.

I have just started a Masters of Business - Marketing. I am writing a paper on the cultural meanings for Sony possessed by consumners in Australia. Although I understand what strategies can be used to develop cultural meanings, I am not sure about the role that they play - I thought the role was to create cultural meaning itself.

Regards,

Kareela
 
Posted by: Deremiah *CPE Accepted Answer
8/14/2004 9:08 AM (CST)
Aleerak,

there are probably a few other KHE Experts who have a lot more extensive background than I do on this subject so please keep the question open in order to allow them to chime in.

I believe good marketing that is very effective does "create cultural meaning" in and of itself but a company who is aware of it's target market and what it' product can do for it's customer will begin to almost indirectly create a cultural meaning if there is no plan in place by marketing from the beginning. I believe that great marketing draws cultural meaning out of and also sets the frame work right up front for creating a distinct cultural meaning. I think in the beginning no one knows exactly how all the individual elements that human intervention will bring to the cultural meaning of an organization or it's product will play out...or even how the human spirit will draw an avenue out of the experience that was not even thought of by a great marketing program. But a great marketing program can create cultural meaning if there is not one present but it could be subject to change due to human intervention. Is there anything else I can do for you? Has this helped?

Your Servant, Deremiah, *CPE, (Customer Passion Evangelist)
 
Posted by: Jett* Member Response
8/14/2004 9:45 AM (CST)
Deremiah nailed it. If you choose to award pionts, please given them to him. It couldn't have been said any better.
 
Posted by: jose04 Accepted Answer
8/14/2004 2:15 PM (CST)
Welcome Allerak

"What is the role of marketing strategies in creating and maintaining (or modifying) cultural meanings?"

Marketing strategies should mean using organisational resources, like men, material and capital in such a way that the consumption of the products/services produced by them (within the macro and micro environment) will generate satisfied customers, and higher organisational profits, while creating least harm to the society.

The above statement should reflect the ideal goals of business, which is to produce goods and services which promote happiness among customers. When the needs are taken care of well, who is unhappy? The marketing strategies reflect the company policy and its mission. Usually the mission statements of great organisations are long lasting and promotes value to people and a society. Such company initiatives which create positive changes in the lifestyle, educational levels and a general or partial enhancement of the living styles of the people are reflections of cultural changes for the better in a market. The strategies could also have deliterious negative effects too, but they are obviously not as appealing, or respected, compared to the positive cutural inroads that good marketing strategies can initiate in any society.

Advertising, the organisational work ethic, procustomer stands and policies, a vibrant complaints handling system, etc., are all practical indicators of how daily-use and long term marketing strategies create and maintain culture. They are also the culture building arms of the industrialised urban society in particular. Aren't our Living habits, styles, fashions, food preferences, time usage, semantics etc. changing over a period? If we say yes to this question, then one of the reasons/factors for these cultural outcomes, could have been the influence of the marketing strategies related to the products/services we had bought.

All the best with your paper!

Hope these thoughts help!
 
Posted by: Aleerak* Author Response
8/15/2004 6:49 PM (CST)
Thanks to everyone for their help. It was exactly what I was after.

Regards,

Kareela:)
 
Posted by: kraizermae_18baby Member Response
6/19/2008 8:37 PM (CST)
hello,.,.i am mehflor ledesma,.,.,a student in the Course of Business Management.,.,.I want to ask what is the meaning of Cultural Meanings in Products.,.,.,. tanx.,,,,
 
Posted by: kraizermae_18baby Member Response
6/19/2008 8:55 PM (CST)
i really need all of your opinions and idea.,.,.,.,.
 
Posted by: almaz* Member Response
11/20/2008 12:10 AM (CST)
CONSUMER BEHAVIOR :) :) :) :)
 


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