MKT 351 Chapter Five - Lecture notes 5 PDF

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Detailed lecture and book notes for chapter five. Professor Van Elderen. ...

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Chapter Five: The Changing American Society – Subcultures 1. Subculture: a segment of a larger culture whose members share distinguishing values and patterns of behavior. a. Ethnic Subcultures: those whose members’ unique shared behaviors are based on a common racial, language, or national background. b. Event Marketing: creating or sponsoring an event that has a particular appeal to a market segment. i. Asian Subculture – has the highest education level and median household income. 1. Marketing to Asian Subculture – several Asian-American markets, based primarily on nationality and language; use internet, social media, television, and centered around their holidays. ii. African American Subculture – on average, younger than the white population and tend to have less education and lower household income levels; identified eleven distinct segments; make greater use of mass media than white people. 1. Marketing to African American Subculture – should be based on the same principles as marketing to any other group; careful use of generalizations (often seen as stereotypes) is important. iii. Hispanic Subculture – a person of Cuban, Mexican, Puerto Rican, South or Central American, or other Spanish culture or origin regardless of race; on average, younger than the white population and tend to have less education and lower household income levels; expected buying power percentage increase is expected to be higher than whites; the largest and fastest-growing ethnic subculture (23% of population). 1. Marketing to Hispanic Subculture – tend to be highly brand loyal, particularly to marketers who they feel are working to adapt their products and services to meet their distinctive needs; price is

important, but also the availability of high-quality national brands; less receptive than the general market to store brands. c. Acculturation: the degree to which an immigrant has adapted to his or her new culture; highly related to language use and both are strongly influenced by generational factors. 2. Religious Subcultures a. Secular Society: America is basically a secular society; the educational system, government, and political process are not controlled by a religious group, and most people’s daily behaviors are not guided by strict religious guidelines. b. Religious Subcultures: includes consuming religiously themed products and avoiding the consumption of other products such as alcohol. i. Christian Subcultures 1. Roman Catholic Subculture – highly structured and hierarchical; the pope is the central religious authority, and individual interpretation of scripture and events is minimal. 2. Protestant Subculture – most emphasize direct individual experience with God as a core tenet; emphasizes individual responsibility and control; strong work ethic, desire for scientific knowledge, a willingness to sacrifice for the future, and relatively small families. 3. Born-Again Christian Subculture – characterized by a strong belief in the literal truth of the Bible, a very strong commitment to their religious beliefs, having had a “born again” experience, and encouraging others to believe in Jesus; tend to have somewhat lower education and income levels, more traditional gender role orientation; political stands on issues such as abortion, homosexual rights, and prayer in schools; generally oppose the use of alcohol and drugs, or overly sexual television programs. ii. Non-Christian Subcultures

1. Jewish Subculture – tend to marry other Jews, heavily concentrated in the Northeast, and consumption patterns are similar to those of other Americans with similar education and income levels; strict dietary rules. 2. Muslim Subculture – Arab Americans are often not Muslims and vice versa; most lives are centered on work, family, school, and the pursuit of success and happiness; tend to be conservative with respect to drug and alcohol use and sexual permissiveness; many oppose dating; respect elders; avoid pork products and foods that have not been prepared in accordance with strict rules of Islam. 3. Buddhist Subculture – nearly as many Buddhists as there are Muslims; tend to be slightly above average in income and education, and concentrated in the west; all beings are caught in samsara (cycling of suffering and rebirth caused by desire and actions that produce unfavorable karma that can be escaped by nirvana); marketers have largely ignored this market thus far; small size and diverse ethnic composition make it difficult to target. c. Regional Subcultures: arise as a result of climatic conditions, the natural environment and resources, the characteristics of the various immigrant groups that have settled in each region, and significant social and political events....