Subcultures and Subcultural Marketing

Subcultures are around us everywhere. It’s a group within a larger culture, who have something in common. An example of this would be in ‘Body Ritual among the Nacirema’ which is a story filled with weird perspectives and traditions. Including the charm-box of the household shrine and the medicine men that have an imposing temple, or latispo. Culture is such a strong aspect in people as it determines how a person behaves and does things, which is shown in this book. The Nacirema people are not so far off from us modern day Americans.

Culture of an individual is the way that decides he/she behaves. The consumer choice and their behaviour is much more related to the

The major hypothesis driving this study therefore states that, when the strength of ethnic identification is high, the ethnic consumer will respond to marketing the way there parents’ culture does (Cherian, p. 501). The problem with this statement is that it assumes that all Hispanics in the culture currently agree or plan to stick with the culture. This statement does not consider that other Hispanic population. And for a long period of time, mass marketing was thinking in terms to the cumulative mind set. This study wants to examine what is the difference between the Hispanics who would like to stand with their traditions and long

What is a “traditional” society? A society based on historical customs, values, morals or beliefs that are handed down from generation to generation? Today’s society is a far cry from the comfort of tradition. It has evolved and is comprised of vastly different demographics, economics, social-cultural influences and household arrangements. Marketing must target these non-traditional sectors to be effective. This process can be challenging, but performing in-depth market research can help a company excel at their marketing efforts.

Within the variables described above, age and race are emphasized in the article. This kind of Multicultural Marketing recognizes that different ethnic and cultural segments have sufficiently different needs and wants to require targeted marketing approaches, and that a mass market approach is not refined enough for such diversity. Multicultural marketing can result in different marketing messages, media, channels, etc.

People are directly affected by their cultural surroundings when making purchases. Like peer groups, employers, clients, colleagues, boyfriends, girlfriends, mothers, fathers, etc. Consciously, the purchaser has these people in mind when buying certain

Subculture: Page 50, the values and related behaviors of a group that distinguish its members from the larger culture; a culture within a world.

Culture is the ways of thinking, acting and the material objects that form a people’s way of life. Within each culture there are many subcultures, which are cultural groups within a larger culture with similar beliefs. Many times, the subculture a person belongs to provide him/her with a sense of identity and belonging. Subcultures are characterized by their origin and the characteristics that define it. While growing up I belonged to many different subcultures, but my main one was my gymnastics competitive team. This was definitely the most influential and time-consuming subculture I was a part of and is considered a special interest subculture. Along with its origin, subcultures

Are there cultures or subcultures whose value system is particularly consistent (or inconsistent) with the consumption of our product?

The relation of a subculture‟s relation to their parent cultures, or in some cases other subcultures are touched upon as well. Finally, their style is portrayed by various stereotypical elements, be it their characteristic traditions, music or fashion and

1 a. Our text defines defines a subculture as "a subdivision within the dominant culture that has its own norms, beliefs, and values" (p. 139). A subculture forms when different people come together and find themselves in similar situations, often they are isolated from the mainstream society. "Subcultures may form among members of racial and ethnic minorities, among prisoners, among occupational groups, and among ghetto dwellers" (p. 139). The members of said subculture will band together and, rely on each other for mutual support.

Our lecture defines a subculture as a diffuse social network that have a shared identity, distinctive meaning around certain ideas, practices and objects, and a sense of marginalization from or resistance to perceived “conventional society.” There are five requirements a group of people has to meet to label as a subculture. First, it is having a diffuse social network. With having a diffuse social network, there is a constant flow of participant in and out of the subculture by the members becoming more or less like the subculture every day. Second, it’s a shared identity. By having a shared identity, the members are able to identify one another and see themselves as different from the mainstream. Third, they must share a distinctive meaning.

Subculture refers to a minority of individuals who adhere to different rules, dress codes and lifestyle choices from mainstream culture. Throughout this essay the traditional definitions of subcultures, that mainly concentrate on class and style as their main features, will be looked at and explained. It will then be demonstrated how these ways of thinking are no longer relevant to the 21st century therefore the term 'subculture ' needs to be rethought for it to be an applicable category in the 21st century.

Subculture have been broadly defined as social groups organise around shared interests and practices. The term “subculture” has been used to position specific social groups and the study of such groups, in relation to various broader social groups. The term “subcultures” in academic subcultural studies have changed since the term was invented in the context of the Chicago School of sociology in the 1940s. (Herzog, Mitchell, and Socio, 1999)

Diversity marketing involves acknowledging that marketing and advertising must offer alternative ways of communicating to these diverse groups. With that knowledge, diversity marketers aim to develop a mix of different communication methods, in order to reach people in each of the diverse groups present in the market. Also fifty years ago, a company could be successful marketing only to WASPs (White Anglo-Saxon Protestants), since they represented the majority of the consumer market. Eventually, some companies realized that the business potential of marketing to the African-American population as well, and several efforts at multicultural marketing were attempted but a company could still experience success without it. (diversity marketing)