CHAPTER 3
THE CHANGING AMERICAN SOCIETY: VALUES
Copyright 2020 © McGraw-Hill Education. All rights reserved. No reproduction
1 CHANGES IN AMERICAN CULTURAL VALUES
1.1 Self-Oriented Values
1.1.1 Religious/Secular
1.1.2 Sensual Gratification/Abstinence
1.1.3 Postponed/Immediate Gratification
1.1.4 Material/Nonmaterial
1.1.5 Hard Work/Leisure
1.1.6 Active/Passive
1.2 Environment-Oriented Values
1.2.1 Cleanliness
1.2.2 Tradition/Change
1.2.3 Risk Taking/Security
1.2.4 Problem Solving/Fatalistic
1.2.5 Admire/Overcome Nature
1.2.6 Performance/Status
1.3 Other-Oriented Values
1.3.1 Individual/Collective
1.3.2 Diversity/Uniformity
1.3.3 Limited/Extended Family
1.3.4 Youth/Age
1.3.5 Competition/Cooperation
1.3.6 Masculine/Feminine
2 MARKETING STRATEGY AND VALUES
2.1 Green Marketing
2.2 Cause-Related Marketing
2.3 Marketing to Gay and Lesbian Consumers
2.3.1 Product Issues
2.3.2 Communication Issues
2.4 Gender-Based Marketing
2.4.1 Market Segmentation
2.4.2 Product Strategy
2.4.3 Marketing Communications
2.4.4 Retail Strategy