Overview
- How changing demographic characteristics can affect marketing strategy
- Two aspects of the macro social environment: subcultures and social class
Culture
= is usually analyzed at the level of a country or an entire society
-
Subculture
= are segments o
Subcultures
Subcultures
= are distinctive groups of people in a society that share common cultural meanings for
1) Affective and Cognitive responses (emotional reactions, beliefs, values, and goals)
2) Behaviors (customs, scripts and rituals, behavioral norms)
3) Env
Analyzing Subcultures
Subculture analysis is often done in stages:
1) A broad subculture is identified based on some general demographic characteristics (black Americans, elderly Japanese, middle-income Italians)
2) Depending on the marketing purpose, this broad group can be f
GEOGRAPHIC SUBCULTURES
1)
Physical Environment
= topography, climate, natural resources are different
2)
Social Environment
= economics, population demographics, lifestyles are different
- The US is a polycultural nation, a mosaic of submarkets and subcultures (i.e. Wonder Brea
AGE SUBCULTURES
- Marketers must be cautious about segmenting consumers based on their actual age bc many adult American consumers think of themselves 10 to 15 years younger than they really are
- Thus their behaviors, affect, and cognitions are more related to their psy
The Mature Market
Mature Market
= consumers over age 55
- one of the most rapidly growing subcultures in American society
- nearly 80% of the current US population is expected to live until their late 70s
- Between now and 2020, the number of people age 50 or older will in
Ethnic Subcultures
- Increases in the minority subcultures are expected to continue so that by 2010 about 1/3 of American children will be black, Hispanic, or Asian
- the most ethnically diverse regions in the country are in the Southwest and the South ; the least diverse a
Social Class
Social Class
= refers to a national status hierarchy by which groups and individuals are distinguished in terms of esteem and prestige
1) Upper (14% of population)
2) Middle (32% of population)
3) Working (38% of population)
4) Lower (16% of population)
-
Overview
- How changing demographic characteristics can affect marketing strategy
- Two aspects of the macro social environment: subcultures and social class
Culture
= is usually analyzed at the level of a country or an entire society
-
Subculture
= are segments o
Subcultures
Subcultures
= are distinctive groups of people in a society that share common cultural meanings for
1) Affective and Cognitive responses (emotional reactions, beliefs, values, and goals)
2) Behaviors (customs, scripts and rituals, behavioral norms)
3) Env
Analyzing Subcultures
Subculture analysis is often done in stages:
1) A broad subculture is identified based on some general demographic characteristics (black Americans, elderly Japanese, middle-income Italians)
2) Depending on the marketing purpose, this broad group can be f
GEOGRAPHIC SUBCULTURES
1)
Physical Environment
= topography, climate, natural resources are different
2)
Social Environment
= economics, population demographics, lifestyles are different
- The US is a polycultural nation, a mosaic of submarkets and subcultures (i.e. Wonder Brea
AGE SUBCULTURES
- Marketers must be cautious about segmenting consumers based on their actual age bc many adult American consumers think of themselves 10 to 15 years younger than they really are
- Thus their behaviors, affect, and cognitions are more related to their psy
The Mature Market
Mature Market
= consumers over age 55
- one of the most rapidly growing subcultures in American society
- nearly 80% of the current US population is expected to live until their late 70s
- Between now and 2020, the number of people age 50 or older will in
Ethnic Subcultures
- Increases in the minority subcultures are expected to continue so that by 2010 about 1/3 of American children will be black, Hispanic, or Asian
- the most ethnically diverse regions in the country are in the Southwest and the South ; the least diverse a
Social Class
Social Class
= refers to a national status hierarchy by which groups and individuals are distinguished in terms of esteem and prestige
1) Upper (14% of population)
2) Middle (32% of population)
3) Working (38% of population)
4) Lower (16% of population)
-