Wednesday, January 27, 2010

Cultural Environment

The cultural environment, defined as “institutions and other forces that affect a societies basic values, perceptions, preferences, and behaviors,” is one of the many forces that affect “marketing management's ability to build and maintain successful relationships with target customers”(Pg. 85, Pg. 65). In Gatorade's “Lock it Up” commercial, Gatorade utilizes the current cultural environment to target a core customer segment. Let us assume that Gatorade is targeting to active young adults. In the past decade, society has seen a growth in popularity of MTV, hip-hop music, and the “gansta” lifestyle in the young adult demographic. The commercial targets this demographic by combining the usual Gatorade advertisement, focusing on elite athletes performing at their best, with clips of JabbaWockeeZ, a dance crew from MTV’s “America’s Best Dance Crew,” clips of individual young athletes from basketball players to skateboarders and clips of professional athletes just having fun. The commercial ends with the new ad campaign’s slogan “That’s G.” G in this case can mean Gatorade, but it also implies a certain amount of ‘hipness’ that comes from being ‘gangsta.’ Gatorade noticed the cultural change that occurred in the minds of their target market and created an advertising campaign catering hip, fast paced commercials towards their target consumer. The use of cultural environment helped Gatorade introduce a campaign that both reached consumers, and did it in a memorable way.

Maddie Foutch, Section E


  1. Good Info on social media marketing. Your blog feature much of the same content that I have come to expect here.
    integrated marketing solutions
    Event Marketing Company

  2. computer room air conditioning Cambridge Cambridge air conditioning installation, Cambridge Air Conditioning Company. Air conditioning HVAC tips and resources on your air conditioning and heating systems.

  3. FI CO interview questions and answers - FICO Interview Questions and answers: programming,guide,FAQs

  4. Physician Healthcare Mailing Lists - Reach out to the highly targeted contacts from Healthcare industry, Techno Data customized contact discovery provides an opportunity to make your marketing campaigns effective by helping you reach out to executives and companies from Healthcare industry.

  5. cursos para excel - Buscando cursos para Excel? Jirafales es tú fuente en línea para cursos de Excel. Ofrecemos tres niveles de cursos en video para Excel: Básico, Intermedio y Avanzado.

  6. Want To Boost Your ClickBank Banner Traffic And Commissions?

    Bannerizer makes it easy for you to promote ClickBank products by banners, simply visit Bannerizer, and grab the banner codes for your selected ClickBank products or use the Universal ClickBank Banner Rotator Tool to promote all of the ClickBank products.