1. Micro-culture: ethnicity and consumer’s ideology

Question 1

micro-culture

Answer 1

a group of people who share similar values and tastes that are subsumed within a larger culture

Question 2

Culture is hierarchical:

Answer 2

smaller cultural groups (micro cultures) link to one larger cultural group

Question 3

sex roles

Answer 3

the societal expectations for men and women among members of a cultural group

Question 4

marketers must be aware of sex-roles because

Answer 4

they are linked to purchasing behavior

Question 5

marketing communications are carefully segmented towards

Answer 5

males or females and their cognitive structuring

Question 6

Companies are moving away from gender roles
2 examples

Answer 6

f.e. Sephora: included trans women in their campaign
f.e. Nike: gender-neutral line of clothing

Question 7

Age-based micro culture

Answer 7

people of the same age tend to share similar value and consumer preferences
this is especially true for teens and seems to apply across nations leading to a world teen culture

Question 8

cohort

Answer 8

a group of people who have lived the same major experiences, which end up shaping their core values