Final answer:
Marketers develop cultural strategies by focusing on observable lifestyle segments that transcend cultural boundaries, taking into account the individualist or collectivist values, and tailoring to political and minority cultures within a society.
Step-by-step explanation:
To develop cultural strategies around consumer segments that cut across cultures, marketers can leverage lifestyle segments that are observable. These segments provide insight into consumer behavior and preferences that transcend cultural boundaries. For instance, global trends such as sustainability or luxury lifestyles attract consumers from various cultural backgrounds who share similar values, leading to marketing strategies that appeal to these cross-cultural lifestyle segments.
Understanding the cultural context of where individuals come from is crucial. Individualist cultures, like those in the United States, England, and Australia, value independence and personal achievement, which can inform marketing strategies that emphasize individual empowerment and success. On the other hand, collectivist cultures, common in Asia, Africa, and South America, prioritize social harmony and group needs, guiding marketers to emphasize community and shared experiences in their strategies.
Marketers also consider the concept of political culture and minority cultures, recognizing that sub-groups within a society have specific sets of attitudes and behaviors. This awareness helps in creating niche marketing strategies that resonate with specific cultural identities, fostering a sense of belonging and pride within those communities.