1. The Changing American Society: Values and Gender Roles
CHAPTER THREE
The Changing American Society: Values and Gender Roles

2. Changes in American Society that Affect Marketing Strategy
3-1
Changes in
American society
Changes in
market needs
Changes in
marketing strategy
Demographics
Values
Subcultures
Families
Products
Media
Packages
Outlets
Service
Images
Understanding
these changes
is a key input in
developing a
successful
strategy

3. Traditional, Current, and Emerging American Values
3-2
Self-Oriented
Active ECT* Passive
Material T C E Nonmaterial
Hard work T C E Leisure
Postponed gratification T E C Immediate gratification
Sensual gratification C E T Abstinence
Religious T E C Secular
* T = Traditional, E = Emerging, and C = Current

4. Traditional, Current, and Emerging American Values
3-2 (II)
Environment-Oriented
Maximum cleanliness TCE* Minimum cleanliness
Performance T E C Status
Tradition E C T Change
Risk taking T CE Security
Problem solving T CE Fatalistic
Admire nature E C T Overcome nature
* T = Traditional, E = Emerging, and C = Current

5. Traditional, Current, and Emerging American Values
3-2 (III)
Other-Oriented
Individual T EC* Collective
Limited family TEC Extended family
Diversity E C T Uniformity
Competition T C E Cooperation
Youth T C E Age
Masculine T C E Feminine
* T = Traditional, E = Emerging, and C = Current