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Chapter 13 (Subcultures (Age cohort (Grey market (Strategies (Autonomy,…
Chapter 13
Subcultures
Age cohort
Interbellum generation
Silent generation
War baby generation
Baby boomers
Generation Y
Digital natives
Teens
Conflicts
Autonomy vs. belonging
Rebellion vs. conformity
Idealism vs. pragmatism
Narcissism vs. intimacy
Language
Don't talk down
Don't try to be what you're not
Entertain them
Show you know what they're going through
Tweens
Multigenerational marketing strategy
Generation X
Grey market
Chronological age
Perceived age
Strategies
Autonomy
Connectedness
Altruism
Consumer identity renaissance
Affiliation
Self-expression
Regional subcultures
Segmentation
Ethnic
High-context culture
Low-context culture