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0:00
Hello. My name is
Glen Brodowsky,
and I am a professor
of marketing
at California State
University San Marcos.
Today, I would like
to discuss marketing
and religious segmentation.
I'd like to dedicate
today's talk
to the memory of
Dr. Sally Sledge,
who contributed to our
chapter on this very topic
in our handbook on ethnic and
intra-cultural marketing.
0:30
Why should religion
matter to marketers?
Because religion influences
consumption decisions
about what we eat, what we wear,
what we drink,
what we celebrate,
when we celebrate and
how we celebrate.
All of these events in our
lives involve consumption
and people from different religious
faiths consume differently,
so therefore, it should be
very interesting to marketers.
0:59
Most religious traditions,
I can't think of any that don't,
but all of them address
some universal questions.
Where do we come from,
and what happens
to us when we die?
How should we live in
between birth and death?
And how we mark
rites of passage,
from birth, maturity,
to marriage and death.
All events that involve the
consumption of food, drink,
goods and services.
Our lives are
marked by festivals
that celebrate seasons,
planting and harvests,
and when we celebrate New Year's
and how we count time.
