1 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 10 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 3 Microcultures

2 LO 10-1

3 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 3 Microculture Roles and Value ▮ Each microculture has certain role expectations for its members Role conflict – a situation where a consumer experiences conflicting expectations based on cultural expectations Divergence – a situation in which consumers choose membership in microcultures in order to stand out or define themselves LO 10-1

4 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 10-2

5 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 5 Sex-Roles and Microculture ▮ Sex roles refer to the societal expectations for men and women among members of a cultural group ▮ Marketers must be aware of sex-roles because they are linked to purchasing behavior LO 10-2

6 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 6 Sex-Roles and Microculture ▮ Marketing communications are carefully segmented towards males or females and their cognitive structuring LO 10-2

7 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 7 Age-Based Microculture ▮ People of the same age tend to share similar values and consumer preferences ▮ This is especially true if it seems to apply across nations leading to a world teen culture LO 10-2

8 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Generation Microculture Marketers pay close attention to generational effects in order to successfully promote products to each cohort. Greatest Generation Greatest Generation Baby Boomers Baby Boomers Millennials (Gen Y) Millennials (Gen Y) Generation X

9 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The U.S. Teen Population

10 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 10 Tweens ▮ Children aged 8 to 14 Spend $14 billion a year on clothes, CDs, movies (“feel good” products) Exhibit characteristics of both children and adolescents Mary-Kate and Ashley Olsen brand Victoria Secret’s Pink lingerie line for younger girls (“Team Pink”)

11 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. ▮ Calvin Klein has been criticized for its strategy of adolescent sexuality to promote its products. Likewise, Abercrombie & Fitch was criticized for a line of thongs for preteen girls. ▮ Why do companies engage in these obviously controversial tactics? Should there be penalties for engaging in this type of advertising? Discussion Question

12 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Spring Break ▮ An estimated 40% of college students go South for Spring Break. A growing number of marketers are capitalizing on the ritual of Spring Break to reach college students.

13 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 13 Getting to Know Gen Y ▮ “Echo Boomers” and “millennials” make up one-third of U.S. population  Born between 1977 and 1994  Spend $170 billion a year  First to grow up with computers in their homes, in a 500-channel TV universe  Multi-taskers with cell phones, music downloads, IM on Internet  Most diverse generation ever  Most raised by single parent and/or working mother

14 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 Baby Busters: “Generation X” ▮ Consumers born between 1966 and 1976 ▮ Marketers initially thought that Gen Xers felt alienated, cynical, and depressed  But, “Today’s Gen Xer is both value-oriented and value- oriented”  Desire stable families, save portion of income, and view home as expression of individuality

15 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 15 Baby Boomers ▮ Consumer born between 1946 and 1965 ▮ “Woodstock Generation” created revolution in style, politics, and consumer attitudes ▮ Active and physically fit ▮ Currently in peak earning years Food, apparel, and retirement programs “Midlife crisis” products (“reward cars”)

16 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 16 The Senior Market ▮ Impact of gray market on marketplace Most brand loyal of any age group Economic health of gray market is good and getting better  Exercise facilities, cruises/tourism, cosmetic surgery/skin treatments, “how- to” books/classes

17 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 17 Religious Microculture LO 10-2 Weekend Days Material Acquisitions Budget Allocations Clothing Choices Food and Beverage Consumption Religion affects consumer culture because religious beliefs, even for the non-devout, can effect all manner of daily life

18 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 18 Religious Subcultures ▮ The Impact of Religion on Consumption: Religion is seen as a taboo subject to marketers Religious affiliation has the potential to be a valuable predictor of consumer behavior Big business, $2 trillion/year Religious fallout can seriously impact businesses, politicians, etc.

19 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 19 Old and New Religions ▮ There is an astonishing variety of flourishing new religious movements Scientologists Wicca The Raelians The Ahmadis The Brahma Kumaris World Spiritual University Cao Dai Soka Gakkai International The Toronto Blessing Umbanda

20 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Exhibit 9.5 Religious Percentages in the World and Select Nations

21 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 21 Ethnic Microculture LO 10-2 Hispanic Culture African-American Culture Asian Culture

22 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 10-2

23 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 23 Is Ethnicity a Moving Target? ▮ Defining/targeting an ethnic group is not always so easy (“melting pot” society) Many identify with two or more races  Tiger Woods, Keanu Reeves, Mariah Carey ▮ De-ethnicization Refers to the process whereby a product formerly associated with a specific ethnic group is detached from its roots and marketed to other subcultures. Salsa is now the most popular condiment in US!

24 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 24 African Americans 12.9 percent of the U.S. population As a separate nation, buying power would rank 12 th in Western nations High number of single parent households

25 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 25 Hispanic Americans ▮ Hispanic population is now considered a major marketing segment Over 15% of US population Hispanics tend to be brand loyal Highly concentrated geographically by country of origin (easy to reach) Many companies are rushing to sign Hispanic celebrities/actors; Spanish-language ad campaigns

26 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 26 Asian Americans Are… ▮ Fastest growing ethnic group (as a %) ▮ Most likely to hold technology jobs and buy high-tech gadgets ▮ Most frequent shoppers and most brand- conscious (but least brand loyal) ▮ Made up of culturally diverse subgroups that speak many different languages/dialects

27 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 27 Asian Americans ▮ Highest income of all ethnic groups ▮ 1/3 have college degrees (2x higher than whites and 4x higher than African- Americans and Hispanics) ▮ Very heterogeneous with many languages, religions, and nationalities represented (20+ ethnic groups) ▮ Native language is most frequently the primary language spoken

28 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 28 Income Patterns ▮ The average American’s standard of living continues to improve due to: An increase of women in the workforce Increases in educational attainment

29 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 29 Social Class in the U.S. LO 10-2 Upper Middle Class Lower Upper Class Upper Class Lower Middle Class Upper Lower Class Lower Lower Class

30 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 30 Class Structure in the U.S.

31 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 31 Microcultures Exist Globally ▮ Other countries and regions have many microcultures ▮ May be based on anything from language to fashion ▮ Global marketing efforts must consider culture and microculture LO 10-3

32 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 32 Cultural and Demographic Trends Affecting CB LO 10-5 Increasing Life Expectancy Increasing Consumer Affluence Declining Birth Rates Increasing Cultural Diversity

33 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Consumer Influencers LO 2 Street Microcultures Sports MusicGoth GamingVirtual