Chapter 13 Flashcards
Subcultures
A large cohort of people born between 1947-1966 who are the source of many important cultural and economic changes
Baby Boomers
The process whereby a product formerly associated with a specific ethnic group is detached from its roots and marketed to other subcultures
De-ethnicitization
A culture in which group members tend to be tightly knit and infer meanings that go beyond the spoken word
High Context Culture
2.4 million Canadian children between the ages of 9-14 years
Tweens
A group of consumers of the same approx. age who have undergone similar experiences
Age Cohort
Communities of consumers who participate in or otherwise identify with specific art forms, popular culture movements, hobbies, etc.
Microculture
The cohort of consumers in their twenties born between 1967-1979
Generation X
The age cohort of individuals born in 2003 and later
Generation Z
A culture where communication is more literal in nature and meanings are not inferred
Low-Context Culture
Consumers age 65+
Grey Market
A group whose members share beliefs and common experiences that set them apart from other members of a culture
Subculture
Those born between 1980-1995, also referred to as the Baby Boomer Echo
Generation Y
Feel they belong to the global community first. 94% agree that one of the best things about Canada is the way it welcomes different races and culture
Generation Y
Digital Native: multi-taskers, THUMB culture, texting, video, online brand WOM, consumer generated content, “connexity”
Generation Y
Prefer socially responsible brands; a major target to attain early brand loyalty. Hard to reach via conventional media
Generation Y
4 Marketing Strategies to Tweens (Gen Y)
1) Focused on “feel good” products
2) Easily influenced-use WOM(word of mouth) extensively
3) avidly courted-believe in fitting in rather than rebellion
4) Really good with new technology
What are the 4 basic conflicts for Teens
1) Autonomy vs. Belonging
2) Rebellions vs. Conformity
3) Idealism vs. Pragmatism
4) Narcissism vs. Intimacy
redefinition process people undergo when they retire- engage strategies such as affiliation and self-expression for the next chapter of their lives
Redefinition process
What do the Mature Market like (2 points)
Information rich positive advertising; well designed user friendly products and packaging that acknowledges physical limiations
What are the 4 Regional subcultures within Canada?
Atlantic Canada, Quebec, Ontario, and West
4 Marketing Strategies to Children
1) Emphasis of cartoons in advertisements to appeal to children’s interests & TV/Movie characters
2) Products have to appeal to both parents & child- “pestering power”
3) Use appropriate language specific to children
4) Make the brand seem so cool- children are especially susceptible to peer pressure
What are the Rules of Engagement Teens (Gen Y)?
1) don’t talk down (have to see it as authentic and not condescending)
2) Don’t try to be what you’re not
3) Entertain them (action orientated)
4) Show that you know what they’re going through, but keep it light
4 Marketing Strategies to Generation X
1) Value orientated retailers (greater financial strains)
2) Give them plenty of access to information- be frank, use straight-forward facts & honesty
3) WOM recommendations from peers/testimonials -reassurance that there choices are sound
4) Help them plan for the future, balance work, family and personal life
What is marketed to Baby Boomers?
1) Empty nesting: sports cars, removations
2) Retirees: travel
3) Healthcare: Pharmaceuticals, fitness classes
4) Financial Sectors: funeral companies, pension plans
