20/09/2011 2 Cultural ` The institutions and other forces that affect a society’s basic values, perceptions, preferences, and behaviors ◦ Core beliefs are passed on from parents to children and reinforced by schools, churches, businesses, and reinforced by schools, churches, businesses, and government ◦ Secondary beliefs and values are more open to change ◦ Marketers may be able to change secondary beliefs, but not core beliefs ` Society’s major cultural views are expressed in people’s views of: ◦ Themselves ◦ Others ◦ Organizations ◦ Society ◦ Nature ◦ The Universe

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