Chapter10

Front 1

Subculture is

Back 1

a group whose members share beliefs and common experiences that set them apart from others

Front 2

Gender identity

Back 2

is an important component of a consumer's self-concept. Gender roles are often dictated by a culture's expectations of how a gender should behave, dress, and speak.

Front 3

Sex-typed traits are

Back 3

characteristics we stereotypically associate with one gender or the other.

Front 4

Sex-type products

Back 4

take on masculine or feminine attributes. Examples are princess telephones or Thors hammer vodka

Front 5

Ethnic and racial subcultures

Back 5

are self-perpetuating groups of consumers who share common cultural or genetic ties where both its members and others recognize it as a distinct category.

Front 6

Problems with targeting an ethnic group

Back 6

are the discomfort with targeting a racial or ethnic group. It is difficult to define groups, and some people are members of many groups.

Front 7

Deethniciization occurs when

Back 7

a product we associate with a specific ethnic group detaches itself from its roots and appeals to other groups as well.

Front 8

General culture trends of African Americans

Back 8

overall spending is similar to whites. Household incomes are rising. Subtle but important consumption behaviors. 2/3 of incomes is allocated to housing, transportation, and food.

Front 9

General culture trends of Hispanic-Americans

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Hispanic refers to many different backgrounds. Brand loyal, 50% located in major cities. 60% are from Mexico.

Front 10

General culture trends of Hispanic-Americans part 2

Back 10

spiritual, strong family ties, more color in their lives. Spend more on groceries, family shopping, pride in childrens clothing, convenience and saving time is not important to the Hispanic homemaker

Front 11

General culture trends of Asian Americans

Back 11

Most affluent, best educated. Most brand conscious but least brand loyal. Made up of culturally diverse groups that speak many different languages.

Front 12

General culture trends of Asian Americans part 2

Back 12

Difficult to target. The term asian refers to 20 different groups.

Front 13

Acculturation is

Back 13

the process of movement and adaptation to one countrys cultural environment by a person from another country. A majority of the original culture is retained, enough to still be recognized as a different culture.

Front 14

Assimilation

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one culture dominates another. a minority culture gradually loses the markers that set it apart from the dominant culture.

Front 15

The 7 generational categories are

Back 15

Interbellum generation, silent generation, war baby generation, baby boom generation, generation x, generation y, generation z

Front 16

The Interbellum Generation was born between

Back 16

1900-1918

Front 17

The silent generation was born between

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the two world wars

Front 18

The war baby generation was born

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between 1939-1945 during world war 2

Front 19

The baby boom generation was born between

Back 19

1946-1964

Front 20

Generation x was born between

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1965 -1985

Front 21

Generation Y - millennials, echo boomers, generation ME were born between

Back 21

1986-2002

Front 22

Generation Z was born

Back 22

2003 or later

Front 23

The largest living generation is

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generation y with 75.4 million. Beating the boomers who were the previous largest.

Front 24

Why is the teen market important?

Back 24

The global youth market is massive. It represents about

Front 25

Four basic conflicts among all teens

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autonomy vs belonging (independence)

rebellion vs conformity (appearance and acceptance)

idealism vs pragmatism (adult hypocrites, sincere self-image)

narcissism vs intimacy (obsessed with appearance, but need to connect)

Front 26

Rules for engaging teens

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1. Dont talk down

2. Dont try to be what youre not

3. Entertain them. Make it interactive

4. Show that you know what theyre going through but keep it light.

Front 27

Tweens are

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children aged 8-14. 14 billion a year spent on clothes cds, movies. Behave like children and adolescents. Victoria Secrets Pink lingerie targets them.

Front 28

Generation x traits include

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born between 66-76, value oriented, desire stable families, and view home as expression of individuality

Front 29

Baby boomer traits include

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born between 46-65. Active and physically fit. Peak earning years. Food, apparel, and retirement programs. Midlife crisis products. Still the most economically power age segment.