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Chapter 5 – Learning Objectives

Chapter 5 – Learning Objectives. Comprehend the concept of subculture and recognize that we are all members of several subcultures. Identify the major ethnic subcultures. Understand the importance of religious subcultures. Recognize the age/generational subcultures that impact marketing.

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Chapter 5 – Learning Objectives

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  1. Chapter 5 – Learning Objectives • Comprehend the concept of subculture and recognize that we are all members of several subcultures. • Identify the major ethnic subcultures. • Understand the importance of religious subcultures. • Recognize the age/generational subcultures that impact marketing.

  2. Subculture • a segment of a larger culture whose members share distinguishing patterns of behavior Examples: • ethnic groups • generations (age-based) • religions • geographic regions

  3. Ethnic Groupings in the U.S. • European Americans • African Americans • Hispanics • Mexicans  Puerto Ricans • Cuban Americans  Latinos • Asian Americans • Chinese Americans • Japanese Americans • Asian Indians • Filipino Americans • Vietnamese Americans • Korean Americans

  4. Religious Subcultures • Christian • Roman Catholic • Protestant* • Born-Again Christian • Non-Christian • Jewish • Muslim • Buddhist

  5. Age-Based Subcultures • G.I. Generation 1901-1924 (101-78) • Silent Generation 1925-1945 (77-57) • Baby Boomers 1946-1964 (56-38) • Generation X 1965-1978 (37-24) • Generation Y after 1978 (23 - )

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