Kültürün Pazarlamaya Etkisi

Anthropological Marketing dersinde tartıştığımız "Kültürün pazarlama üzerindeki etkileri" konusu için hazırladığım yazıyı paylaşıyorum;

Marketing or "War"keting?

Whether we can realise or not, it is known that everyday we are facing with direct/indirect effects of marketing strategies developed by professional marketing guys. No matter we are open or close to receive "marketing" related messages, somebody tries to impose them to us. To grab some attention, senders continuously try to differentiate themselves. At top of the hills which sorround battle field, we are trying to observe who will be the winner.

These "professional marketing guys" have various techniques to win the battle. And we can be sure about that, they are going to create and use more techniques. They do not care about the consequences, their motto is "Whatever it takes!" If they cannot show their work in television, they use internet instead. If the budget is small, no problem, let's do some guerilla marketing work! Consumers do not need the product? Then inform them about their new need.

At this point, dealing with culture is not a big deal. You can wait until the time when cultural conditions changed, or you can try to change it. (Just for clarification, I don't mean huge cultural shifts here.) In a rapidly changing global environment, nobody is going to stuck on tratidion.

Let's run an eye over "the change"; examples from my family. I clearly remember today; my grandmother was washing and drying plastic shopping bags ten years ago. My father told that he and his friends collected plastic cups and plates used and thrown away by German tourists in a picnic! Today I purchase plastic cups and plates unconsciously, when I'm planning to go to picnic.

Now, the question;

What happened to our "penny saver" character, which is a part of our culture?

Are we the party who changed the culture? Is it changed spontaneously, or somebody tried to change it?

Do you really consider your dining culture when you are purchasing plastic cups and plates?

Simple answers.