UNIVERSIDAD EAN
ANTROPOLOGÍA DEL CONSUMO
La versión imprimible considera solo una parte de la guía de trabajo
autónomo, por lo tanto, es indispensable revisar cuidadosamente el
ambiente virtual de aprendizaje.
NOMBRE DEL AUTOR
SADOTH GIRALDO ACOSTA
BOGOTÁ
2019
Guía 1. CULTURA Y ANTROPOLOGÍA DEL CONSUMO
Propósito de la Guía
Analizar características de consumidor en contextos competitivos desde el
conocimiento de la variable cultural.
Material de estudio
Lecturas básicas
Boivin, M., Rosato, A., y Arribas, V. (2004). Constructores de Otredad. Una
Introducción a la Antropología Social y Cultural. Recuperado de:
[Link]
Miller, B. (2011). Antropología Cultural. España: Pearson. Quinta edición.
Páramo, D. (2006). El fenómeno de Consumo y el Consumo en Marketing. México:
Red Convergencia., pp 22 - 29. Recuperado de: [Link]
París, J. (2012). La Segunda Miopía del Marketing y las Técnicas de Afloramiento
de Significados. Argentina: Ediciones Haber. Disponible en la base de datos
e-libro.
Rovira, J. (2017). Persona No Consumidor. Antropología, Neurociencia y Hormonas
Para el Marketing. Alfaomega Colombiana. Esic Editorial.
Schiffman, L., y Wisenblit, J. (2010). Comportamiento del consumidor. México:
Pearson. Décima edición. Capítulos 11, 12 y 13. Disponible en la base de
datos de Pearson E-books 7-24.
Solomon, M. (2013). Comportamiento del consumidor. México: Pearson. Décima
edición. Capítulos 13 y 14. Disponible en la base de datos de Pearson. E-
books 7-24.
Lecturas complementarias
Registrarse en la página del canal Wobi ([Link]) para visualizar los
videos relacionados con la temática de marketing.
Registrarse en la página de TED ([Link]) para visualizar los videos
relacionados con la temática de marketing.
Nota: recuerde que para acceder a las bases de datos como E-libro, E-brary, Ebsco,
Gestión humana, entre otras, debe:
Con su usuario y contraseña, ingresar al siguiente link: [Link]
Seleccionar la base de datos que requiere.
Buscar el material referenciado.
Si tiene alguna duda sobre cómo ingresar a las bases de datos de la Universidad,
revise el siguiente video: [Link]
ACTIVIDADES
Actividad 1. Cultura y antropología del consumo.
Producto
Trabajo escrito o presentación gráfica o visual.
Instrucciones específicas para desarrollar las actividades:
Before undertaking the activities, review the learning objects: The Concept of
Culture, What is Anthropology? What is Culture? And Characteristics of
Culture.
Task 1 (7 score)
You will find some approaches that should be answered by your team. You are
expected to argue based on an international and expansive vision. So make sure
you make use of all your professional skills. The maximum length of the assignment
is four pages. Consider the evaluation criteria previously mentioned.
1. With all the problems facing companies that go global, why are so many
companies choosing to expand internationally? What are the advantages of
expanding beyond the domestic market? (1 point)
2. Should Head & Shoulders shampoo be sold worldwide with the same
formulation? In the same package? With the same advertising theme? Explain
your answers. (1 point)
3. If you wanted to name a new product that would be acceptable to consumers
throughout the world, what cultural factors would you consider? (1 point)
4. What factors might inhibit an attempt by Apple to position a new laptop computer
as a world brand? (1 point)
5. An American company is introducing a line of canned soups in Poland. (a) How
should the company use cross-cultural research? (b) Should the company use
the same marketing mix it uses in the United States to target Polish consumers?
(c) Which, if any, marketing mix components should be designed specifically for
marketing canned soups in Poland? Explain your answers (1 point).
6. Mercedes-Benz, a German car manufacturer, is using cross-cultural
psychographic segmentation to develop marketing campaigns for a new two-
seater sports car model directed at consumers in different countries. How should
the company market the car in the United States? How should it market the car
in Japan? (1 point).
7. What advice would you give to an American retailer who wants to sell women’s
clothing in Japan? (1 point).
Task 2 (8 score)
Select one of the following countries: Mexico, Brazil, Germany, Italy, Israel, Kuwait,
Japan, or Australia. Assume that a significant number of people in the country you
chose would like to visit the United States and have the financial means to do so.
Now, imagine you are a consultant for your state’s tourism agency and you have
been charged with developing a promotional strategy to attract tourists from the
country you chose. Conduct a computerized literature search of the databases and
select and read several articles about the lifestyles, customs, and consumption
behavior of people in the country you chose.
Prepare an analysis of the articles and, on the basis of what you read, develop a
promotional strategy designed to persuade tourists from that country to visit your
state.
Modo de envío de la actividad
El documento escrito debe ser enviado a través del botón de actividades del aula
virtual en la fecha establecida.
Rúbrica
Al finalizar las actividades, ubíquela y diligénciela en el ambiente virtual de
aprendizaje.
