Culture Is Measured Using Different Tools

question 88

Essay

Culture is measured using different tools. Content analysis, consumer fieldwork and value measurement instruments are three research approaches that are frequently used to examine culture and to spot cultural trends. Explain two of these approaches and how they can be used by marketers.

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Definitions:

Niche Segments

Specific, narrowly defined market segments targeted by businesses with tailored products or services.

Advertising Campaigns

Coordinated marketing efforts to reinforce or assist with a business goal using one or more social media platforms.

Marketing Variables

Are factors that can be controlled by a company to influence consumers' purchase decisions.

Marketing Mix

The combination of factors that can be controlled by a company to influence consumers to purchase its products, traditionally categorized into the four Ps: Product, Price, Place, and Promotion.