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Marketing as a sociocultural process (text)

4 important questions on Marketing as a sociocultural process (text)

What is according to the AMA a brand personality?

The psuchological nature of a particular brand as intended by its sellers. (brand values).

What has been the main contribution of postmodern thought to marketing?

Calls have been made that a mature marketing concept should embrace consumption as a
social process (experiences etc enjoying) rather than focus on satisfying consumer needs

What is a brand according to the AMA (american marketing association?

According to the AMA a brand is a name, term, design, symbol or any other feature that identifies one sellers goods or service as distinct from those of other sellers.

What do Post-modern marketing scholars like (Firat and Holbrook) critisize on mainstream marketing assumptions?

They suggest that: Needs are socially constructed by consumers and companies together
• It is actually improper to talk about consumers because after a purchase the
production process continues as consumers actually add value to the product by
creating an experience
• Needs are actually not there but marketing is a process of construction of meaning
and identities in which both suppliers and buyers are involved