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Chapter 13 : Subcultures - Coggle Diagram

- - - - the process of movement and adaptation to one country’s cultural environment by a person from another country.
      - This is an important issue for marketers due to our increasingly global society
    - - They access more media that’s in their native language
      - They are more brand loyal.
      - They have a more negative attitude toward business in general (probably caused by frustration because of relatively low income levels).
      - They are more likely to prefer brands with prestige labels.
      - hey are more likely to buy brands that specifically advertise to their ethnic group
    - - which they describe as transforming objects and places
        into those that feel cozy, hospitable, and authentic
      - what happened as they tried to turn a cold and unfamiliar house into a home that is güzel (“beautiful and good,” “modern and warm”).
    - - when a product we link to a specific ethnic group detaches itself from its roots and appeals to other groups as well
  - - - the largest ethnic subculture
      - now the nation’s second-largest consumer market after white non-Hispanic
      - today many major corporations avidly court Hispanic consumers
      - About half of Hispanic consumers live in California and Texas
      - people of many different backgrounds
      - they more often live in large, traditional, married-with-children families where grandparents log a lot of time
      - These translation mishaps slipped through before Anglos got their acts together
        
        Coors beer’s slogan to “get loose with Coors” appeared in Spanish as “get the runs with Coors.”
        
        Braniff (now defunct) promoted the comfortable leather seats on its airplanes with the headline, Sentado en cuero, which translates as “Sit naked.”
        
        Budweiser was the “queen of beers.”
      - many Hispanics don’t think of themselves as distinctly Latino or American, but rather somewhere in the middle or ambicultural
    - - though much smaller in absolute numbers, are the fastest-growing racial group
      - the most affluent, best educated, and most likely to hold technology jobs of any ethnic subculture
      - the “swayable shopaholics,” who are the most active and impulsive buyers in the country
      - Chinese being the largest and Filipino and Japanese second and third, respectively
      - Filipinos are the only Asians who speak English predominantly among themselves; like Hispanics, most Asians prefer media in their own languages
    - - the huge impact of this racial subculture and work hard to identify products and services that will appeal to these consumers.
      - The toy market is no exception
      - “almost half of African American women say their skin tells a story of who they are and identifies them.”
- - - - refers to analytical techniques that combine data on consumer expenditures and other socioeconomic factors
    - - classifies every U.S. Zip Code into 1 of 66 categories
      - ranging from the most affluent “Blue-Blood Estates” to the least well-off “Public Assistance
- - - - Globalization: Millennials are eager to experience other cultures, but they do this in different ways.
      - Social media: Gen Y is constantly open to public observation because every new post or status update reveals something about themselves.
      - Economy: The company identified a subgroup of ambitious go-getters.