Culture
We broadly define culture as the shared meanings, beliefs, morals, values, and
customs of a group of people.
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Transmitted by words, literature, and institutions,
culture gets passed down from generation to generation and learned over time.
You participate in many cultures: Your family has a cultural heritage, so perhaps
your mealtime traditions include eating rugelach, a traditional Jewish pastry, or
sharing corned beef and cabbage to celebrate your Irish ancestry on St. Patrick’s
Day. Your school or workplace also shares its own common culture. In a broader
sense, you also participate in the cultural aspects of the town and country in which
you live. The challenge for marketers is to have products or services identifiable
by and relevant to a particular group of people. Our various cultures influence
what, why, how, where, and when we buy. Two dimensions of culture that marketers must take into account as they develop their marketing strategies are the culture of the country and that of a region within a country.