chapter five the changing american society: subcultures mcgraw-hill/irwin copyright © 2004 by the...
TRANSCRIPT
CHAPTER FIVE
The Changing American Society: Subcultures
The Changing American Society: Subcultures
McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
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CHAPTER 5
Nature of Subcultures
A segment of a larger culture whose members share distinguishing patterns of behavior.
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CHAPTER 5
Types of Subcultures
Types of Subcultures:• Ethnic• Religious• Regional
Commonalities and differences:• Demographics• Consumer Groups• Media• Marketing Strategy
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CHAPTER 5
Consumer Insight 5-1
• To what extent are Hispanic teenagers leading the teenage market? Justify your response.
• Many Hispanic teenagers are truly bicultural. What challenges does this present marketers?
• Why are Hispanic teenage girls heavier readers of magazines such as Cosmopolitan and heavier users of cosmetics than white teenagers?