Ch. 6-9 Flashcards
Subculture
A subculture is a group whose members share beliefs and common
experiences that set them apart from others.
4 basic conflicts common among all teens
- Autonomy vs belonging
- rebellion vs conformity
- idealism vs pragmatism
- narcissism vs intimacy
Autonomy vs. Belonging
Teens want to acquire independence so they try to break away
from their families.
But at the same time, they want to attach themselves to a
support structure
rebellion vs conformity
Teens need to rebel against social standards of appearance and behavior but they need to fit in and be accepted by others
idealism vs pragmatism
They tend to view adults as hypocrites whereas they see themselves as sincere
narcissism vs intimacy
They tend to obsess about their appearance and needs. However, they also feel the desire to connect with each other
teens as “consumers-in-training”
- they tend to develop strong brand
- teen influence of family purchase decisions
what are the 4 tips for marketing to teens
- don’t talk down
- don’t try to be what you’re not
- Entertain them. Make it interactive
- Show that you know what they’re going through but keep it light
what are tweens?
- ages 8 to 14
- spend $14 billion a year on clothes, CDs, movies
- exhibit characteristics of both children and adolescents
why is the college market attractive?
- many students have extra cash/free time
- undeveloped brand loyalty
why are college students are hard to reach via conventional media?
- online advertising is very effective
- sampler boxes
- wall media
- spring break beach promotions
baby busters: Gen x
- consumers born between 1966 and 1976
- Value-oriented & values oriented
- desire stable families, save portion of income, & view home as an expression of individuality
baby boomers
- consumers born between 1946 & 1965
- active & physically fit
- currently in peak earning year
the grey market
- neglected by marketers
- now are living longer/healthier lives
- fast growing group of internet users
- control more than 50% of discretionary income
what is perceived age?
you’re only as old you feel
what are the values of older adults
- autonomy: want to be self-sufficient
- connectedness: value bonds w/ friends & family
- altruism: want to give something back to the world
what is the multigenerational marketing strategy?
appeal to more than one age-group using imagery from older generation that may appeal
what is microculture?
the specialized subgroups, marked w/ their own languages, ethos, & rule expectations, that permeate differentiated industrial societies
ethnic & racial subcultures
a self-perpetuating group of consumers who share common cultural or genetic ties where both its member & other recognize it as a distinct category
what are 2 ethnicity & marketing strategies?
- subcultural memberships help shape people’s needs/wants
- minorities find an advertising spokesperson from their own group more trustworthy
what do low context cultures value?
- values objects
- confrontational direct
- concern for privacy & autonomy
- self-face maintenance
what do high context cultures value?
- values relationships
- non-confrontational intermediaries
- concern for interdependence, inclusion
- mutual/other-face maintence
de-ethnicization
occurs when a product we associate w/ a specific ethnic group detaches itself from its roots & appeals to other groups as well
Acculturation
the process of movement & adaptation to one country’s cultural environment by a person from another country
Assimilation
the adopt products, habits, & values they identify w/ the mainstream culture
maintenance
at the same time they associate with the culture of origin causing
resistance
to their new identity & roles
segregation
for some… likely to live & shop separately from mainstream consumers
what is the progressive learning model?
assumes that people gradually learn a new culture as they increasingly come into contact with it
what are the big 3 American subcultures?
- hispanic
- African American
- asian
what are known about African Americans?
- household income & educational levels are rising
- spending patterns of African Americans & Whites are roughly similar
- practice more impulse buying
what are known about hispanic Americans?
- brand loyal
- highly concentrated geographically by country of origin
- looking for spirituality, stronger family ties, & more color in their lives
-large family size for hispanic market - spend more on groceries
- shopping is a family affair
what are known about Asian Americans?
- great marketing potential
- fast-growing group
- most affluent, best educated
- most likely to hold technology-related jobs
- most brand-conscious but least brand loyal
- made up of culturally diverse subgroups
discretionary spending
the money available to a household after necessities are paid off
Individual attitudes toward money
- takes risks to get ahead
- is better safe than sorry
- puts others first
- travels 1st class or not at all
- is controlled by money
- needs just enough to take care of self
- believe there’s more to life than money
what is the social class structure?
- upper & upper middle
- middle class
- working class
- lower income class
what are the components of social class?
- occupational prestige
- income
- educational achievement
Identifiers of the uppers & upper middles?
- women of this group organize shopping more purposefully
- they tend to be more knowledgeable about what they want, where & when to shop for it
- most likely to search for info prior to purchase
- lean toward urban & suburban specialty store & away from larger, more general outlets
Identifiers of the middle class
- women work more than shop
- exhibit more anxiety on especially when purchasing nonfoods
- they are value-conscious & try to seek out the best buy for their $$
- have a tendency to patronize discount houses
Identifiers of the working class
- a tendency to shop along known, local friendship lines
- feel mistreated when shopping in high-status department stores
- buy more routine & w/ pre-purchase deliberation
- a potent force in the development of suburban discount retailing
- most likely to use in-store info sources, such as displays & salesperson
