世界行销讲座之全球营销.pptVIP

Marketing and Culture Popular culture: the music, movies, sports, books, celebrities, and other forms of entertainment consumed by the mass market. Marketing of celebrities is pervasive in North American culture, much to the chagrin of many observers. Cultural activities can be differentiated and targeted to particular market segments. Myths: stories containing symbolic elements that express the shared emotions and ideals of a culture. There are only so many plot and story lines out there to be used, and universal themes such as good versus evil have widespread appeal due to their simplicity.