Chapter 10

Question 1

Culture is hierarchical

Answer 1

smaller culture groups (microcultures) link to one larger culture group

Question 2

microculture

Answer 2

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

Question 3

Microculture—deinfe Role conflict

Answer 3

a situation where a consumer experiences conflicting expectations based on cultural expectations

Question 4

Microculture—divergence

Answer 4

a situation in which consumers choose membership in microcutlures in order to STAND out or DEFINE themselves!!!!

Question 5

regional microculture

Answer 5

consumer preferences are different within regions

Question 6

What happened in 1981?

Answer 6

Garr identified the NINTH nation approach to segmentation

Question 7

what is a significiant area in the US that states share a border with mexico

Answer 7

the BORDERLAND region

Question 8

Sex Roles

Answer 8

society expectations for men and women among members of a cultural group

Question 9

Why is it important for marketers to be aware of sex roles?

Answer 9

Because they are extremely linked to purchasing power.

Question 10

Cognitive structuring (matty)

Answer 10

a term that refers to the reliance on schema basedhuerisitics in making decisions.

Question 11

Age Based Microculture

Answer 11

people of the same age end up sharing similar values

Question 12

Age based microculuture is especially true when referring to a

Answer 12

world teen culture

Question 13

Cohort (World war…)

Answer 13

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

Gen X
Gen Y
Baby Boomers

Question 14

Religious microculture is associated with

Answer 14

Stigmatization

Question 15

Stigmatization

Answer 15

means that the consumer is marked in some way that indicates their place in society

Question 16

Ethnic microculture

Answer 16

Hispanic, Africa, Asian etc.

Question 17

social class

Answer 17

culturally defined group to which a consumer belongs

Question 18

Habitus (really thinking…..)

Answer 18

mental and cognitive structures through which through which individuals perceive the world

Question 19

Homogamy

Answer 19

marriages comprised of people from similar classes

Question 20

social stratification (almost stranded, just not right!!)

Answer 20

division of society into classes that have unequal access to scarce and valuable resources

Question 21

What are some street microculture examples? (Dylan & Brandon)

Answer 21

Sports
Gaming
Music
Goth
Virtual

Question 22

Demographics

Answer 22

observable, statistical aspects of populations such as AGE, GENDER or INCOME.

Question 23

Demographic Analysis

Answer 23

A profile of a consumer group based on their Demographics!!

Question 24

Major Cultural and Demographic Trends

Answer 24

• Declining Birthrates
• Increasing Consumer Affluence
• Increasing Life Expectancy and the Aging Consumer
• Increasing Cultural Diversity