Advanced Marketing – Essay Example

Advanced Marketing Core beliefs and secondary beliefs are the two paradigms of beliefs that an individual can have absolute resource to a special record and they form the basis for the planning of the growth and development of the society or an organization (Kotler & Keller, 2009).. However, there are differences between core beliefs and secondary beliefs and these shall be highlighted in this paper.
Core beliefs are the principles or ethics that an individual attaches a certain amount of importance to and these creeds are only special to the person holding the belief, but might not be universally accepted. Secondary belief on the other hand, is not what the individual holds important, but the creeds that the society imposes on the individual and such beliefs are generally accepted as the norm in a particular society. Core beliefs are the rules that individuals have set for themselves to live by, while secondary beliefs are the societal rules that the individual is expected to abide by. Core belief cannot be changed, while secondary beliefs are more susceptible to change. Marketers have the opportunity of changing the secondary beliefs, while the core beliefs would be very difficult to change. An example of core belief is an individual’s belief that he/she must marry and the timing of the marriage is person-dependent, while the belief that marriage should be done at an early stage of one’s life is a secondary belief and this depends on the culture of the person (Kotler & Keller, 2009).
The primary core beliefs of Americans as revealed by the text are; (i) the belief in getting married (ii) the belief in working hard ( job ethics) (iii) the belief in making charitable donations and (iv) the belief in being honest (Kotler & Keller, 2009).
Reference
Kotler, P., & Keller, K. L. (2009). Marketing Management.  (13th Edition). New Jersey: Pearson
Prentice Hall.