1. The Changing American Society: Subcultures
CHAPTER FIVE
The Changing American Society: Subcultures
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

2. Nature of Subcultures
A segment of a larger culture whose members share distinguishing patterns of behavior.

3. Identification Produces Unique Market Behaviors

4. Types of Subcultures Types of Subcultures: Ethnic Religious Regional
Commonalities and differences:
Demographics
Consumer Groups
Media
Marketing Strategy

5. Major Ethnic Subcultures in the US

6. Ethnic Subcultures and Consumption

7. Consumer Insight 5-1
To what extent are Hispanic teenagers leading the teenage market? Justify your response.
Many Hispanic teenagers are truly bicultural. What challenges does this present marketers?
Why are Hispanic teenage girls heavier readers of magazines such as Cosmopolitan and heavier users of cosmetics than white teenagers?

8. National Background of Asian Americans

9. Demographics Across Religious Subcultures

10. Regional Consumption Differences