How do the definitions of culture vary between the popular and the one by cultural anthropologists?
By popular definition, culture includes every part of life. It refers to values and beliefs shared by a group of people, something which is learned and shapes the perception of the world and our lives. The scope of the term "culture" to the anthropologist however, includes more, and is illustrated by the elements included within the meaning of the term.
- Material culture (technology, economics)
Technology refers to the technological know-how possessed by a society. Economics refers to the way people employ their capabilities and the resulting benefits, including production of goods and its distribution. Material culture affects demand, quality and what kinds of products are demanded as well as their functional features. Disposable income → that proportion of your income that is not already accounted for. Marketing implications are that some products will simply be unwanted and a waste in terms of a population's amount of disposable income.
- Social institutions (social organisation, political structures)
These concern how people relate to one another, how they organize their activities to live in harmony and govern themselves. Including here is gender segregation, division between partners as well as families, siblings and friends. Even personal space falls into this category.
- Education (literacy rate, role and levels)
Education is an important part of culture for marketers to understand as it influences the marketing strategy and techniques used. Advertising and communication will differ a lot depending on for example the literacy rate in a society.
- Belief systems (religion, superstitions, power structure)
Religion has an impact upon people's habits, their outlook on life, the products they buy, the way they buy them, even the newspapers they read. Acceptance can be highly influenced by the religion of the society. Value systems → values that are followed unconsciously.
- Aesthetics (graphic and arts, folklore, music, drama, and dance)
These play a great role in interpreting the symbolic meanings of various methods of artistic expression, colour and standards of beauty in each culture. Thus, products must be produced in accordance with the style, symbols and colours that are appealing to the culture in that particular market.
- Language (usage of foreign languages, spoken versus written language)
These elements constitute the environment in which marketing efforts interact and so are critical to understanding the character of the marketing system of any society.