What role does research have in understanding and interpreting social change? Can the profession measure social impact and help decision makers understand what they need to do? Where and how can research help build a better society?
Latin America is facing one of the most complex moments in its recent history. From the corruption scandals in Brazil, to the turmoil in Venezuela, from Mexico's border relationship with USA to Argentinaâs financial turbulence. This presentation focuses on Mexico's upcoming social challenges, political risks and financial opportunities while highlighting the new geopolitical frame for the region.
For the generation born in this millennium, growing affluence, smaller family size and media proliferation has meant that Youth values today are very different from the past generation. Is the middle class Asian Youth today similar to his Western counterpart? Are these values similar across Asia - or do they differ in the more developed countries vs. the developing economies? Are we looking at a 'common Teen spirit' across the globe or is it going 'glocal'? This paper addresses these questions, and the implications of these societal changes for global marketers.
The constructs of individualism-collectivism are examined as a basis for understanding Social Change and emergent Consumer Segmentations in Central Eastern Europe. These cultural values at a macro level drive the emergence of consumer segmentations, their needs, values and social behaviours at a micro, group level of influence. Differences in consumer social behaviours vary by context, emotional attachment to in-groups as role models, and the underlying meanings that are applied to them. Individualism-collectivism offers a deeper understanding of the psychology and needs of the Eastern European Consumer, which can be applied to marketing and advertising issues. Directions for further research are discussed.
The constructs of individualism-collectivism are examined as a basis for understanding Social Change and emergent Consumer Segmentations in Central Eastern Europe. These cultural values at a macro level drive the emergence of consumer segmentations, their needs, values and social behaviours at a micro, group level of influence. Differences in consumer social behaviours vary by context, emotional attachment to in-groups as role models, and the underlying meanings that are applied to them. Individualism-collectivism offers a deeper understanding of the psychology and needs of the Eastern European Consumer, which can be applied to marketing and advertising issues. Directions for further research are discussed.
Deregulation in financial markets has led to explosive change in the structural make-up and marketing behaviour of financial institutions. This observation is critically important if we are to try to assess the future direction of marketing in this sector and hence, the issues up to which we as researchers will need to face in the short- and medium-term future. In particular, changes that have and are taking place are forcing all of us to take account of the consequential changes in attitude and behaviour on the part of the customer in terms of his or her decisions as to which institutions to use, which types of service or package to favour. In doing so, a radical re-appraisal is necessary of the approaches and techniques that market research can and indeed should bring to bear in meeting financial institutions' needs. In this paper, we wish to contribute to this process of reappraisal.
We take great pleasure in attending this ESOMAR seminar, which gives us the opportunity of bringing to Arab Countries the experience gained by RAI (Radio Televisione Italiana) in facing up to the rapid and tumultuous development undergone by television broadcasting in our country. We are convinced that major changes are in the making, changes that will require the commitment and dedicated effort of marketing experts and pollsters in the wide television scenario. The new developments to watch are: 1) Satellite television is now the new worldwide broadcasting medium; 2) Cable TV is with us, and allows for specialisation in television broadcasting; 3) Videotape recorders, which allow users to replay the television programmes of their choice without any commercial spots; 4) High definition TV as the new production technology.
This study, the first of its kind in the area, provides a model and basis for future studies in order to monitor changes in the moral and social values system overtime, and gives a useful tool for institutions to assess their current policies in the light of value, beliefs and behavioral characteristics of the public with which they are most intimately concerned and to adopt the relevant aspects of their policy accordingly.
This paper examines the changes that have occurred in retailing formats and shopping environments in the last 100 years and highlights the increasing acceleration of that change. It considers the demographic factors in the UK which have impacted these changes and suggests how they will continue to do so. A major result of these changes has been the movement to tighter customer targeting and segmentation of the product offer and the development of specialty stores. In the future, it is argued, lifestyle factors may become even more important than socioeconomic factors with new values dictating the segmentation directions of the 21st century.
In the industrialized modem society developments seem to occur as an autonomous process. They do not of course actually become such. A development in a particular direction is the result of a series of decisions. Behind every decision is a person or a group of people and behind those people is an interest. Therefore, the key problem of the gap between new needs and existing structures is insufficient decision-making. The new values people are seeking get too few possibilities in a society dominated by science and technique. The voice of action groups and their gradually increasing influence, environmental impact statements, the hesitantly established assessments of technical developments, they represent weak and no more than beginning answers to signals of social change which can be heard louder and clearer every year.
The object of this study is an attempt to answer this fundamental question, and to try to grasp and define the changing role of advertising campaigns. The first part will consist of an analysis of the changes in the 1970's, which can be understood through observations of certain advertisements presented as examples. The second part deals with the causes for these changes, which can be observed in the mechanisms of advertising campaigns. These transformations have important consequences on the attitudes of multinational corporations, political parties and administrative agencies. And finally, in the last part, we look at the results of these changes in a more long-term perspective and analyse the significance of this evolution in advertising as a cultural phenomenon in a turbulent environment in times of economic crisis.
To face this situation our team has worked for several years to perfect a system designed to detect and to monitor socio-cultural trends. The system presently functions as a syndicated service.