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Select one online article or website that applies the courses objectives, readings, assignments, or discussions for this week. Compose a short summary (500 – 750 words) explaining why and how this website or e-article is relevant to our unit’s materials.
Unit 4 Key Concepts

  • 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.
  • Ethnic subcultures are defined broadly as those whose members’ who share unique behaviors based on a common racial, language, or nationality background.
  • Regional subcultures arise 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.
  • The household is the basic purchasing and consuming unit and is, therefore, of great importance to marketing managers of most products. Family households are also the primary mechanism whereby cultural and social-class values and behavior patterns are passed on to the next generation.
  • Consumer socialization deals with the processes by which young people (from birth until 18 years of age) learn how to become consumers.
  • A group in its broadest sense includes two or more individuals who share a set of norms, values, or beliefs and have certain implicit or explicit relationships such that their behaviors are interdependent. Some groups require membership; others (e.g., aspiration groups) do not.
  • A consumption subculture is a group that self-selects on the basis of a shared commitment to a particular product or consumption activity. These subcultures also have: 1) an identifiable, hierarchical social structure, 2) a set of shared beliefs or values, and 3) unique jargon, rituals, and modes of symbolic expression.
  • Communication within groups is a major source of information about certain products. It is a particularly important source when an individual has a high level of purchase involvement and a low level of product knowledge. In such cases, the consumer is likely to seek information from a more knowledgeable group member.
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