Consumer Behavior Building Marketing Strategy 13th Edition Mothersbaugh

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 CHAPTER 5
THE CHANGING AMERICAN SOCIETY:
SUBCULTURES

LEARNING OBJECTIVES
LO1: Understand subcultures and their influence on unique market behaviors
LO2: Analyze the African American subculture and the unique marketing aspects it entails
LO3: Analyze the Hispanic subculture and the unique marketing aspects it entails
LO4: Analyze the Asian-American subculture and the unique marketing aspects it entails
LO5: Analyze the Native American, Asian-Indian, Arab American subcultures and the
unique marketing aspects they entail
LO6: Describe the various religious subcultures and their implications for marketing
LO7: Explain the role of geographic regions as subcultures

SUMMARY
LO1: Understand subcultures and their influence on unique market behaviors
The United States is becoming increasingly diverse. Much of this diversity is fueled by
immigration and an increase in ethnic pride and by identification with non-European heritages
among numerous Americans. Most members of a culture share most of the core values, beliefs,
and behaviors of that culture. However, most individuals also belong to several subcultures. A
subculture is a segment of a larger culture whose members share distinguishing patterns of
behavior. An array of ethnic, nationality, religious, and regional subcultures characterizes
American society. The existence of these subcultures provides marketers with the opportunity to
develop unique marketing programs to match the unique needs of each.

Ethnic subcultures are defined broadly as those whose members’ unique shared behaviors are
based on a common racial, language, or nationality background. Non-European ethnic groups
constitute a significant and growing part of the U.S. population, from 38 percent in 2010 to 47
percent by 2030.

LO2: Analyze the African American subculture and the unique marketing aspects it entails
African Americans represent a substantial non-European ethnic group at roughly 13 percent of
the U.S. population. Although African Americans are younger and tend to have lower incomes
than the general population, their rapidly growing education, income, purchasing power, and
cultural influence continue to attract marketers to this large and diverse subculture.

LO3: Analyze the Hispanic subculture and the unique marketing aspects it entails
Hispanics represent the largest and fastest-growing ethnic subculture in the United States. Even
though Hispanics have a variety of national backgrounds (Mexico, Puerto Rico, Cuba, and so

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on), the Spanish language, a common religion (Roman Catholicism), and national Spanish-
language media and entertainment figures have created a somewhat homogeneous Hispanic
subculture.

LO4: Analyze the Asian-American subculture and the unique marketing aspects it entails
Asian Americans are the most diverse of the major ethnic subcultures. They are characterized by
a variety of nationalities, languages, and religions. From a marketing perspective, it is not
appropriate to consider Asian Americans as a single group. Instead, Asian Americans are best
approached as a number of nationality subcultures.

LO5: Analyze the Native American, Asian-Indian, Arab American subcultures and the
unique marketing aspects they entail
Native Americans, Asian-Indian Americans, and Arab Americans are smaller but important
subcultures. Each is diverse yet shares enough common values and behaviors to be approached as
a single segment for at least some products. Geographic concentration and specialized media
allow targeted marketing campaigns.

LO6: Describe the various religious subcultures and their implications for marketing
Although the United States is a relatively secular society, roughly 82 percent of American adults
claim a religious affiliation and a majority state that religion is important in their lives. A
majority of American adults identify themselves as Christian although the percentage has
declined over time. And a variety of religious subcultures exist both within and across the
Christian faiths and the Jewish, Muslim, and Buddhist faiths. Within each faith, the largest
contrast is the degree of conservatism of the members.

LO7: Explain the role of geographic regions as subcultures

Regional subcultures arise as a result of climatic conditions, the natural environment and
resources, the characteristics of the various immigrant groups that have settled in each region,
and significant social and political events. Regional subcultures affect all aspects of consumption
behavior, and sophisticated marketers recognize that the United States is composed of numerous
regional markets.

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LECTURE TIPS AND AIDS

1) This is usually a fun chapter for the students. If your class is ethnically diverse, you can generate a
very interesting discussion around ethnic differences and similarities. You can also have students
from various ethnic groups or religions analyze the accuracy of the text portrayal of their group.
2) Generational and acculturation issues are an important aspect to highlight in class discussions. For
Asian-Americans and Hispanics, where immigration is a major driver of growth, language,
identification, and core values evolve from first generation to second generation and beyond.
You might have your American-born students imagine they will immigrate to another country which
speaks predominantly a language other than English. Have them indicate the challenges they will
face, how much they feel their core values and identity will change (or not), and so on. Ask them to
predict how their children might differ on those dimensions if they were born and raised in that
country.
3) Assign and/or prepare one or more of the CB PRESS HIGHLIGHTS articles for class discussion.
The searchable CB Press Highlights Database can be found in the Instructor Resources in Connect.
4) Build a recent news story or commercial into your PowerPoints. The searchable Video and
Commercial Links Database can be found in the Instructor Resources in Connect.

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REVIEW QUESTIONS
1) What is a subculture?
A subculture is a segment of a larger culture whose members share distinguishing values and patterns
of behavior. The unique patterns of behavior shared by subculture group members are based on the
social history of the group as well as on its current situation.
2) What determines the degree to which a subculture will influence an individual’s behavior?
The degree to which an individual behaves in a manner unique to a subculture depends on the extent
to which the individual identifies with the subculture and the extent to which the subculture engages
in unique behaviors.
3) Is the American culture more like a soup or a salad?
The traditional view was that America was a melting pot or a soup. Immigrants from various
countries would come to America and quickly surrender their old languages, values, behaviors, and
even religions. In their place, they would acquire American characteristics that were largely a slight
adaptation of Western European, particularly British features. The base American culture was vast
enough that new immigrates did not change the flavor of the mixture to any noticeable extent. While
this view was a reasonable approximation for most Western European immigrates, it was never very
accurate for African, Hispanic, or Asian immigrates. Nor did it accurately describe the experience of
Native Americans.
Today, America is often described as a salad rather than a melting pot or a soup bowl. When a small
amount of a new ingredient is added to soup, it generally loses its identity completely and blends into
the overall flavor of the soup. In a salad, each ingredient retains its own unique identity while adding
to the color and flavor of the overall salad. The soup analogy is probably most accurate for European
immigrants and nationality groups while the salad analogy most closely describes the experience of
non-European immigrants and nationality groups. However, even in the salad bowl analogy we
should add a large serving of salad dressing that represents the core American culture and that blends
the diverse groups into a cohesive society.
4) What is an ethnic subculture?
We define ethnic subcultures broadly as those whose members' unique shared behaviors are based on
a common racial, language, or nationality background.
5) How large are the major ethnic subcultures in America? Which are growing most rapidly?
Non-European ethnic groups constitute a significant and growing part of our population (from 38
percent in 2010 to 47 percent by 2030. All are growing faster than the population as a whole, and
one estimate puts Hispanic growth at the highest at 73 percent.

6) What regions are the major sources of America’s immigrants?

Latin America (40.8) and Asia (36.5%)
7) Are the various ethnic subcultures homogeneous or heterogeneous?
They are very heterogeneous not only in terms of demographics but also in terms of their
identification with their home culture and their use of English.

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8) Describe the influence of education on the Internet use of African Americans. What are the
marketing implications?
One recent estimate is that 81 percent of African American adults are online, which is only
slightly lower than the overall rate of 87 percent. Factors like education play a major role
(indeed education is a much larger determinant of Internet use than is ethnicity), with black
college graduates having some of the highest Internet usage.
The role of education and other demographics on Internet usage and the shrinking role of ethnicity
are discussed more in Chapter 15. Marketing to any segment with higher levels of education
(including African Americans) currently requires higher focus on Internet marketing options.
9) Describe the African American consumer groups found by the Yankelovich group.
New Middle Class (5 percent) – Younger (25-44), highest education and income (1 in 4 earns
$100k or more), most suburban, high tech use (55 hours a week internet), positive about
future, self-describe as Black, feel “Black slang” should be avoided.
Broadcast Blacks (17 percent) – Middle age (2 in 3 over 44), female, lowest income (71
percent under $25k), urban, single parent, lowest tech (4 percent online), confident,
independent, value education, self-describe as African American, feel “Black slang” should
be avoided, strongly support “Buying Black.”
Black is Better (11 percent) – Middle age (35-54), upper-middle income, urban, trend single
parent, confident and positive, self-identify as African American, strong emphasis on faith,
career, and family, prefer being around people of their own ethnicity, highest spenders on
clothing.
Black Onliners (7 percent) – Younger (18-34), male, middle/upper income, brand conscious,
place strongest importance on being around people of own ethnicity, most stressed about
work, family, academics, and straddling Black and White worlds, heaviest users of such
technology as blogs and IM.
Digital Networkers (7 percent) – Younger (teens and early twenties), school or early career
phase, unmarried, male, suburban, middle/upper income, heavy tech including social
networking and IM, less in touch with Black solidarity, less confident attitudes, less religious,
prefer to shop online.
Connected Black Teens (12 percent) – Teens living at home, over half raised by single parent,
embrace Black media, tech savvy, brand conscious and want brands popular with their
culture, music focused, positive life attitude, respect elders, not as focused on only interacting
with those of same ethnicity.
Boomer Blacks (6 percent) – Oldest segment (average age is 52), upper middle class, heavily
(90 percent) online, prefer Black advertising, religious, high mistrust in institutions and high
awareness of prejudice, prefer being around people of their own ethnicity, strongly support
“Buying Black.”
Faith Fulfills (10 percent) – Trend older (35 +) and female, parents, married, highly religious,
spend most time volunteering for religious and non-profit groups, upper middle class, have
positive attitude about future, don’t feel they have to hide their Blackness, use internet but not
tech forward.

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 Sick and Stressed (8 percent) – Trend older (45-65), male, suburban, parents, lower-middle
income (40 percent earn less than $25k), less optimistic, stressed about health and finances,
least likely to lead healthy lifestyle and have health insurance.
Family Struggles (10 percent) – Broad age group, mostly female, parents, lower income
status (half earn under $25k), heaviest TV, are mostly online but lighter users, associate
heavily with those of same ethnicity, lower use of social network sites, price but not brand
conscious.
Stretched Black Straddlers (7 percent) - Young (18-34), female, middle income, trend
unmarried, exposed to the greatest racial discrimination, self-identify as Black, report acting
differently when around Blacks than around other ethnicities, high stress over work, family,
money, newer to technology.

10) What are the basic principles that should be followed in marketing to an African American market
segment?
Marketing to African Americans should be based on the same principles as marketing to any other
group. That is, the market should be carefully analyzed, relevant needs should be identified among
one or more segments of the market, and the entire marketing mix should be designed to meet the
needs of the target segments.
At times, the relevant segment of the African American market will require a unique product; at
others, a unique package, advertising medium, or message. However, it is critical that the decision
on how to appeal to this market be based on a sound understanding of the needs of the selected
segments.
11) To what extent is the Spanish language used by American Hispanics? How does language and
acculturation affect Internet use among Hispanics?
Seventy-two percent of first generation Hispanic adults consider Spanish to be their primary
language. Even though this decreases with subsequent generations, Hispanic teens (representing 20
percent of the teen population) often become bicultural; that is, acculturating by adding a second
culture, not replacing their first culture. As indicated by the Consumer Insight on Hispanic Teens:
The New Bicultural Youth, many Hispanic teens speak Spanish, English, and Spanglish.
For more acculturated, English-speaking Hispanics, internet use is at 82 percent. For those
born outside the U.S. and thus typically less acculturated, internet use is at about 50 percent.
12) Can Hispanics be treated as a single market?
No. The Hispanic market is quite diverse. Care must be taken in the language and advertising
themes used. It should be noted that Hispanics are diverse not only in terms of language and
identification with the Hispanic culture, but also in terms of demographics and other individual
characteristics.
13) Describe the three Hispanic generational groups identified by the Pew Hispanic Center.
First Generation Adults (63 percent) are those born outside the U.S. This generation has the lowest
income and education, is most likely to identify themselves as Hispanic (including country of origin),
is most likely to have Spanish as their primary language (72 percent), and is most likely to possess
traditional values including a masculine view of the family decision hierarchy.
Second Generation Adults (19 percent) are those born in the U.S. to immigrant parents. Compared

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 to the First Generation, this generation has higher income and education, is more likely to identify
themselves as Americans (though 62 percent still identify as Hispanic), are equally split between
bilinguals and English as primary language, and somewhat less likely to ascribe to traditional values.
Third Generation (and beyond) Adults (17 percent) are those born in the U.S. to U.S. born parents.
This group has the highest education and income, is most likely to identify as Americans (57 percent,
versus 41 percent who identify themselves as Hispanic), is most likely to have English as the primary
language (only 22 percent are bilingual; none are Spanish only), and also somewhat less likely to
ascribe to traditional values.
14) How homogeneous are Asian Americans?
This is a very heterogeneous group with many languages, religions, and nationalities represented. In
addition, they differ in terms of demographics and individual characteristics.
15) To what extent do Asian Americans use their native language?
It varies by national background with Vietnamese being highest and Japanese being lowest.
Regardless, Asian Americans prefer in general to be communicated to “in-language” or in a bi-lingual
manner.
16) Describe three emerging aspects that may make the Asian American population somewhat easier to
target.
1. Geographic concentration seems to be increasing.
2. Immigration of increased skilled workers from Mandarin-speaking regions of Mainland China,
resulting in a gradual shift to Mandarin from Cantonese in Chinese communication.
3. The youth trend, with roughly 33% of Asian Americans under the age of 18.
17) Why is the United States considered to be a secular society?
The educational system, government, and political process are not controlled by a religious group
and most people’s daily behaviors are not guided by strict religious guidelines. Nonetheless, roughly
82 percent of American adults claim a religious affiliation and a majority state that religion is
important in their lives.
18) Describe the Roman Catholic subculture.
Roughly 21 percent of American adults are Roman Catholic. The Catholic church is highly
structured and hierarchical. The pope is the central religious authority, and individual interpretation
of scripture and events is minimal. A basic tenet of the Catholic church is that a primary purpose of a
marital union is procreation. Therefore, the use of birth control devices is prohibited, though many
Catholics deviate from this. A result of this is a larger average family size for Catholics than for
Protestants or Jews. The larger family size makes economic gains and upward social mobility more
difficult. It also has a major influence on the types of products consumed by Catholics relative to
many other religions.

The Catholic church is ethnically diverse, with some 35 percent of its adult membership coming from
ethnic subcultures. Recall from our earlier discussion that the predominant religion among Hispanics
is Catholicism. Hispanics have fueled much of the Catholic growth since 1960. Twenty-nine percent
of adult Catholics are Hispanic, 3 percent are African American, and 3 percent are Asian. Perhaps
even more telling, 50 percent of Catholics under the age of 25 are Hispanic. Catholics tend to be
concentrated in the Northeast and in areas with large Hispanic populations. Encuentro 2000: Many
Faces in God’s House was a special event that embraced people of all ethnic and racial backgrounds
for the first time at a national level. The conference included Latin music, an ethnic village,

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 workshops reflecting the Asian experience, and speakers from various ethnic backgrounds. This was
just one step. The United States Conference of Catholic Bishops has a Hispanic Affairs section on
its website devoted to issues of education and outreach to the Hispanic community. On a more local
level, the Archdioces of Baltimore holds an annual Mass for Our Lady of Guadalupe, who was said
to have appeared to an Indian peasant in 1531 near what is now Mexico City.

Like Protestants, Catholics vary in their commitment and conservatism. The more conservative
members share many values and behaviors with Protestant religious conservatives. Catholics have
few consumption restrictions or requirements associated with their religion. Marketers targeting this
group can reach the more committed members through specialized magazines and radio programs.

19) Describe the born-again Christian subculture.

Born-again Christians have been referred to as the Christian Right, Religious Right, Conservative
Christians, Evangelical Christians, and Fundamentalist Christians. Born-again Christians are
characterized by a strong belief in the literal truth of the Bible, a very strong commitment to their
religious beliefs, having had a “born-again” experience, and encouraging others to believe in Jesus
Christ.

Born-again Christians tend to have somewhat lower education and income levels than the general
population. They tend to have a more traditional gender role orientation. Born-again Christians are
best known for their political stands on issues such as abortion, homosexual rights, and prayer in the
schools. Their beliefs also influence their consumption patterns. They generally oppose the use of
alcohol and drugs. They do not consume movies or television programs that are overly focused on
sex or other activities that they consider to be immoral. In fact, various groups of born-again
Christians have organized or threatened boycotts against advertisers that sponsor shows they find
inappropriate or corporations whose policies and procedures (e.g., those relating to same-sex
couples) run contrary to their beliefs.

20) Describe the Jewish subculture.

Judaism represents 2 percent of American adults and is unique in that historically it has been an
inseparable combination of ethnic and religious identity. Historically, Jews in America tended to
marry other Jews, although that has changed somewhat over time. In fact a recent study of
Match.com members found that 81 percent of Jewish single men and 72 percent of Jewish single
women said they would date outside their race, ethnicity, or religion (these percentages were similar
to those found for most other religions).

Jews are heavily concentrated in the Northeast but are increasingly dispersing throughout the United
States, particularly into the Sunbelt. American Jews tend to have higher-than-average incomes and
education levels. In most ways, Jewish consumption patterns are similar to those of other Americans
with similar education and income levels.

Like other religious groups, the committed, conservative Jews represent a distinct subculture from
mainstream Jews. Orthodox Jews have strict dietary rules that prohibit some foods such as pork and
specify strict preparation requirements for other foods (see Illustration 5–9). They also strictly
observe Jewish holidays, and many do not participate in even the secular aspects of the major
Christian holiday, Christmas. Reformed Jews and Jews less committed to the strict interpretations of
Judaism are less influenced by these practices.
21) Describe the Muslim subculture.

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 Muslims in America (representing roughly .6 percent of the American adult population) are
culturally diverse including Arab Americans, African Americans, Asian Americans, and Hispanics.
Like the Protestants, there are a variety of Muslim sects with varying belief patterns, though all are
based on the Koran. Like Protestants, Catholics, and Jews, the most obvious division among Muslims
is the degree of conservatism and the importance attached to the literal teachings of the religion. As
with the other religious groups in America, most Muslims’ lives are centered on work, family,
school, and the pursuit of success and happiness.

In general, Muslims tend to be conservative with respect to drug and alcohol use and sexual
permissiveness. In fact, many oppose dating. They also place considerable emphasis on the family,
with the eldest male as the head of the family, and on respect for elders. The more devout Muslims
avoid not only pork products but also any foods that have not been prepared in accordance with the
strict rules of Islam. These beliefs conflict with the practices in the larger society and the images
portrayed on television and in the movies and are also a source of conflict between older Muslims
who immigrated to America and their children who were raised here. Muslims in America have their
own magazines, schools, social clubs, marriage services, and bookstores. There are more than 1,100
Muslim mosques and sanctuaries in America. In general, this subculture has not attracted the
attention of marketers except as it overlaps with the Arab American subculture.

22) Describe the Buddhist subculture.

There are nearly as many Buddhists in America as there are Muslims. They are primarily Asian
American or white, although Asian Americans are more likely to be Christian (roughly 43 percent)
than Buddhist (roughly 6 percent). Buddhists tend to be slightly above average in income and
education, and they are concentrated in the West.

There are a variety of Buddhist sects in America. All emphasize the basic idea that all beings are
caught in samsara, a cycle of suffering and rebirth that is basically caused by desire and actions that
produce unfavorable karma. Samsara can be escaped and a state of nirvana reached by following the
noble Eightfold Path. This combines ethical and disciplinary practices, training in concentration and
meditation, and the development of enlightened wisdom.

23) What is a regional subculture? Give some examples.

It is a geographic region with behaviors and values that differ from other areas of the country. The
distinct cultures within each region arose due to climatic conditions, the natural environment and
resources, the characteristics of the various immigrant groups that have settled in each region, and
significant social and political events.
Many marketers break down the U.S. by regional subcultures (e.g., Northeast, Midwest, Southeast,
Southwest, and Northwest) due to their distinct subcultures and resulting consumption patterns.

Discussion Questions

24) Examine Table 5-1. Which of these differences are mainly caused by ethnicity or race and which are
caused by other factors?
It is likely that students can find multiple influences for all or most products. They should be
encouraged to discuss in a respectful way the different influences which appear to predominate in
each case, and why.

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25) Do you agree that America is becoming more like a salad than a soup in terms of the integration of
ethnic groups? Is this good or bad?
Most students will agree with this. You will probably need to stress the huge percentage of shared
values and interests across subcultures. Most will also agree that diversity is good to a point and then
may become dysfunctional.
26) Do you agree with the following statement made at one point in time by a Miller Brewing
representative regarding ethnicity? For what types of products is this view most correct? Least
correct?

“We used to have an ethnic marketing department up until several years ago.... [But now we believe]
the things that young Hispanic or young African American or young white people have in common
are much stronger and more important than any ethnic difference.”

Most students will agree with this statement. They may sense that there is an “Americanization” of
youth. Or some may feel that just as in the global arena, there is a blending and sharing of culture,
style, music and so on, to the point that this age cohort share many experiences that transcend the
differences in ethnicity. However, it is also important to recognize that there remain very meaningful
ethnic differences that are deeper than mere "style."
27) Most new immigrants to America are non-European and have limited English-language skills. What
opportunities does this present to marketers? Does this raise any ethical issues for marketers?
These consumers can become very brand loyal if provided value and consideration. This requires
appropriate product features and at least some communications in the relevant languages. Word-of-
mouth is critical in these groups so support of associations and activities associated with the groups
can pay large dividends. Since many of these do not have shopping skills appropriate for the
American marketplace, they are vulnerable to misleading practices.
28) Does a firm’s social responsibility play a role in marketing to consumers from various ethnic
subcultures whose incomes fall below the poverty line? If so, what?
This can be a sensitive question that may elicit strong feelings among some students.
The fundamental debate is between the responsibility of the firm versus that of the larger society
(government) versus complete individual responsibility. Most students will agree that misleading ads
and harmful products should not be targeted at lower income consumers, regardless of ethnicity.
One view is that marketers, like all citizens, have a responsibility to increase the abilities, wealth, and
general standing of lower-income consumers on the basis of basic humanity, not to mention the
increased advantages to the rest of society of raising the level of productivity, spending, and general
self-worth of all citizens.
Specifically, product appeals need to take into account lower levels of education and experience.
Pricing and credit policies need to be clear and simply stated. Retail stores need to be conveniently
located and accessible. Appropriate products need to be developed and properly positioned.
29) Respond to the questions in Consumer Insight 5-1.
Open the discussion of the Hispanic culture with a focus on teenagers leading the teen market.
Students will show a wide range of opinions primarily based on their personal experience with the
Hispanic culture. In addressing question 2 students should discuss the standardization vs.
customization of marketing attempts. The text provides many examples of translation concerns
which indicates that successful marketers must focus on unique appeals and symbols that relate to the

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 value system and overall cultural context of various Hispanic groups. Question 3 should get students
thinking about how the two go together. It appears that family makes the bicultural teens proud of
their heritage. Instead of “hiding” this heritage, bicultural Hispanic teens want to use their heritage
as a way to differentiate themselves and stand out.
30) Although some of the following have very limited incomes, others are quite prosperous. Does
marketing to prosperous members of these groups require a marketing mix different from the one
used to reach other prosperous consumers?
a) African Americans
b) Hispanics
c) Asian Americans
This depends on the product and the positioning strategy. The general approach can frequently be the
same. However, unique media may be useful and ads with models from the target group are probably
essential.
31) Describe how each of the following firms’ product managers should approach the (i) African
American, (ii) the Hispanic, (iii) the Asian American, (iv) the Asian-Indian American, (v) the Arab
American, or (vi) the Native American markets.
a. Pepsi e. The United Way
b. Target f. Dell Laptops
c. NBA g. Google.com
d. Sports Illustrated magazine h. Coach handbags
I find it most useful to have the students do brief analyses of several of these rather than an in-depth
analysis of one. That helps drive home the point that strategy aimed at subcultures should be product
specific. Another approach is to have teams of two or three students prepare and present a marketing
strategy of one of the products for one ethnic group. Different teams are assigned different ethnic
groups. After the presentations, discussion focuses on the reasons for any differences across the
strategies targeting the various ethnic groups.
32) What, if any, unique ethical responsibilities exist when marketing to ethnic subcultures?
Point out that the first responsibility occurs in general marketing activities, particularly advertising.
That is to avoid negative and inaccurate portrayal of the members of any ethnic (or other) group and
to use a reasonable diversity of ethnic groups in one’s advertising campaigns. Campaigns targeting
ethnic groups should be respectful of the group’s culture and focus on meeting their unique needs.
33) Do you agree that the United States is a secular society? Why or why not?
This can generate a good discussion. Compared to strict Muslim countries, some predominantly
Catholic countries, and our own past, we are quite secular. However, compared to China, Japan, and
many European countries we are not.
34) Describe how each of the following firms’ product managers should approach the (i) Catholic, (ii)
Protestant, (iii) born-again Christian, (iv) Jewish, (v) Muslim, and (vi) Buddhist subcultures.
a. Red Bull d. Maxim magazine
b. Wendy’s e. The United Way
c. NBA f. Dell laptops

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g. Facebook h. Estee Lauder makeup
I find it most useful to have the students do brief analyses of several of these rather than an in-depth
analysis of one. That helps drive home the point that strategy aimed at subcultures should be product
specific. Another approach is to have teams of two or three students prepare and present a marketing
strategy of one of the products for one religion. Different teams are assigned different religions. After
the presentations, discussion focuses on the reasons for any differences across the strategies targeting
the various religions.
35) Will regional subcultures become more or less distinct over the next 20 years? Why?
There are countervailing forces at work here. Local and regional media seem to be gaining popularity
and people appear eager to identify with their local areas. A good discussion will focus on features
driving homogeneity (mass media, chain stores, dominant national brands) versus those driving
distinctiveness (regional media, local pride, a natural tendency to associate with a place).
36) Select one product, service, or activity from each category in Table 5-3 and explain the differences in
consumption for the item across the regions shown.
The New Yorker: The demographics of the Northeast are part of the explanation as are the more
liberal social attitudes that this magazine reflects.
College Football Fan: Tradition and a largely rural population make this popular in the Midwest and
South
Imported beer: Lifestyle, attitudes, and income levels make this popular in the Northeast and West.
Chili’s: The firm’s history and its Tex-Mex menu make this popular in the Southeast.

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