Term
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Definition
*A group whoose members share beliefs and common experiences that set them apart from the members of the main culture
* Groups within a society which posses distinctive characteristics
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Term
| Examples of sub-cultural categories |
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Definition
Nationality - British, Italian, Indian
religion - Christian, Muslim, Jew
Geographic region - Western Eastern Southern
Race - African, Asian, Caucasian
Age - Teenager, Elderly
Gender - Male, Female
Occupation - Bus driver, Cook
Social Class - Lower, Middle, Upper |
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Term
| What is an advantage of sub-culture for marketers |
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Definition
| Subcultural analysis enables marketers to segment their markets to meet the specific needs, motivations, perceptions & attitudes shared by members of a specific subcultural group |
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Term
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Definition
* A group that forms around a strong shared identification with an activity or art form
*A community of consumers who participate in or otherwise identify with specific art forms, popular culture movements, and hobbies |
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Term
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Definition
| The process of learning the beliefs and behaviours endorsed by another culture |
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Term
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Definition
| The process of learning hte beliefs and behaviours endorsed by one's own culture |
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Term
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Definition
| A group of consumers of the same age who have undergone similar experiences |
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Term
| Name the 4 important Age Cohorts? |
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Definition
| The Teens, Generation X, Baby Boomers, The Grey Market |
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Term
| Describe the Teen Market: Gen Y |
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Definition
*Gen Y: Born between 1977 & 1994
*Teens: Aged between 8 & 14
*Transition from childhood to adulthood
* Self Concepts tend to be unstable
*Are receptive to products that help them be accepted & assert their independence |
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Term
What are teen values, conflicts & desires?
(Saatchi and Saatchi) |
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Definition
Autonomy vs. Belonging
Rebellion vs. Conformity
Idealism vs. Pragmatism
Narcissism vs. Intimacy |
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Term
| Describe Generation X, Baby busters or slackers |
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Definition
*Consumers born between 1966 & 1976
* Consumers aged between 18-29 and who were effected by the 1990s economic recession
* wrongly stereotyped as alienated, cynical, lazy
*Advertising campaigns trying to appeal to the stereotype failed
*An entrepreneurial generation
*Desire stable families
*Difficult for marketers to get a picture of. They will be powerful in years to come. Their tastes will be felt in fashion, pop culture, politics & marketing
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Term
| Describe the Baby Boomers |
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Definition
*People born between 1946 & 1965
*Are the most powerful age segment because of their size & economic clout
* As they age, their marketing priorities have changed
*Because of size it has been source of many cultural & economical changes
* The needs & desires have strong influence on housing, childcare, cars, clothing etc
* More active & physically fit than previous generations
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Term
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Definition
*Grey Power: Seniros economic clout
* Term used to describe the fast growing segment of consumers aged 62 or older
* Feel age vs. Look age
*Account for more than half of all spending in US
*In many product categories, seniors outspend other age groups |
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Term
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Definition
*Autonomy: Leading active lives & being self sufficient
* Connectedness: Bonding with friends & family
* Altruism: Giving something back to the world
* Personal Growth: trying new experiences and developing their potential |
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Term
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Definition
* A bittersweet emotion when the past is viewed with sadness & longing
* Many classic products appeal to consumers memories of their younger days |
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Term
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Definition
| The basis of the persuasive message in an advertisement which can be linked to a range of emotions (fear) & message types (humor) |
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