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Essay / Research Paper Abstract
This 5-page paper explains the social-cultural environment of marketing. Issues discussed include international marketing, the importance of culturalism in any marketing plan and the concept of consumerism. Bibliography lists 4 sources.
Page Count:
5 pages (~225 words per page)
File: D0_MTsocuma.rtf
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Unformatted sample text from the term paper:
Model Ts came rolling off the production line during the 1900s, for example, there wasnt much demand for these new "horseless carriages." It was up to Henry Ford to inform
people about what they would gain by having such a vehicle that had it sell. These days, Ford Motor Company leans more toward benefit analysis and target marketing. For example,
when attempting to market various cars to womens markets, the company will conduct focus groups among women as to what they are looking for in a car. Their comments are
handed to the engineers, who then design a car that is appealing to this particular target market. Marketing, therefore, as evolved from a
"push" type of approach by which products are pushed on consumers, to a "pull" approach, by which consumer needs are considered, and then the product developed and promoted.
The profession of marketing has been broken down even further into specific environments consisting of five "forces": there is the area of environmental scanning
and management, the competitive environment, the competitive environment, the political-legal environment, the economic environment, the technological environment and the social-cultural environment (Nova Southeastern University, 2002). This paper will examine in
full detail the social-cultural environment as it pertains to marketing - as understanding this environment is important when it comes to global marketing.
In its simplest sense, the social-cultural environment of marketing is the "relationship of marketing between society and its culture" (Nova Southeastern University, 2002). In other words, the social-cultural environment recognizes
that marketing doesnt occur in a vacuum. Rather, any marketing strategy or plan developed needs to take into account cultural mores and differences locally, regionally, nationally and internationally. For example,
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