国上济文通大学 The Marketing Influence of Theme Music in Disney Movies 3.3 Social analysis The social functions of music for individuals,for small and large social groups,and for society and culture as a whole,are manifested in three main ways for both musicians and non-musicians alike,which are more likely to be regular cinema visitors First of all,music plays a clear part in the formulation and expression of self-identity (Hargreaves North,1999).This expression does not only refer to that of a musician's, but also all the listeners who have resonance with the music or who simply find the melody beautiful.Research on teacher training suggests that pupils increasingly identify with the role of "music teacher"as their training progresses,the same happening to the film viewers recognizing one certain film. Second,music helps one do better in his interpersonal relationship.In other words, music helps people make friends.It is not hard to notice that music usually serves as one of the most important means of criterion to define preferences to basic social groups, both in adolescent groups or grown-ups.That is to say,if you have the same taste with the others,you are more likely to be merged in their groups. Finally,there is clear evidence that music serves as a means of mood management in everyday life.It is apparent in ethnomusicological research,which investigates the specific roles of music in the everyday lives of many people.It helps us to understand the example listed above previously:why Disney dubbed Let It Go in more than 40 languages or dialects all around the globe. 4.The marketing impacts of theme music 4.1 The impact on price As part of marketing plan,pricing is the process where a business sets the price at which it will sell its products and services.How a company sets the price will definitely influence the sales,popularity and profitability of the movies.It works as a balance between the real value (including use value,emotional value and symbolic value)and the expected value to consumers.Therefore,determining how highly customers value the product or service is the key to optimal pricing.And the company will generally take into account the price at which it would acquire the goods,the manufacturing cost, the market place,competition,market condition,brand,and quality of product.Price decisions mainly involve pricing strategy,suggested retail price,volume discounts, seasonal pricing,bundling,price flexibility and price discrimination.The impact of -10-The Marketing Influence of Theme Music in Disney Movies - 10 - 3.3 Social analysis The social functions of music for individuals, for small and large social groups, and for society and culture as a whole, are manifested in three main ways for both musicians and non-musicians alike, which are more likely to be regular cinema visitors. First of all, music plays a clear part in the formulation and expression of self-identity (Hargreaves & North, 1999). This expression does not only refer to that of a musician’s, but also all the listeners who have resonance with the music or who simply find the melody beautiful. Research on teacher training suggests that pupils increasingly identify with the role of “music teacher” as their training progresses, the same happening to the film viewers recognizing one certain film. Second, music helps one do better in his interpersonal relationship. In other words, music helps people make friends. It is not hard to notice that music usually serves as one of the most important means of criterion to define preferences to basic social groups, both in adolescent groups or grown-ups. That is to say, if you have the same taste with the others, you are more likely to be merged in their groups. Finally, there is clear evidence that music serves as a means of mood management in everyday life. It is apparent in ethnomusicological research, which investigates the specific roles of music in the everyday lives of many people. It helps us to understand the example listed above previously: why Disney dubbed Let It Go in more than 40 languages or dialects all around the globe. 4. The marketing impacts of theme music 4.1 The impact on price As part of marketing plan, pricing is the process where a business sets the price at which it will sell its products and services. How a company sets the price will definitely influence the sales, popularity and profitability of the movies. It works as a balance between the real value (including use value, emotional value and symbolic value) and the expected value to consumers. Therefore, determining how highly customers value the product or service is the key to optimal pricing. And the company will generally take into account the price at which it would acquire the goods, the manufacturing cost, the market place, competition, market condition, brand, and quality of product. Price decisions mainly involve pricing strategy, suggested retail price, volume discounts, seasonal pricing, bundling, price flexibility and price discrimination. The impact of