Subculture In The USA

As the USA becomes more heterogeneous, with an increasing minorities population, marketers need to develop better understanding of the diverse values of the subcultures that mark the American society. Understanding consumers’ subculture is vital for the development of successful marketing strategies that integrate consumers’ moral values. Cultural generalizations about whole societies and how they view ethical issues may not be completely appropriate in the future (Jenner et al. 2008).
Marketers should focus on the value set of each small group of individuals when developing their internal policies and their external marketing strategies (Huo and
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