In this section we will learn about the relationship between culture, subcultures, and marketing and ways in which cultural concepts influence consumption.
Upon completing this section students should:
- Define the terms “culture” and “subculture.”
- Identify the key characteristics of culture and discuss ways in which it is learned and shared.
- Explain the meaning of cultural appropriation and provide examples of how marketers have appropriated cultural aspects to pursue marketing goals.
- Explain the complexities around categorizing gender and ethnic subcultures and how marketers can avoid perpetuating stereotypes in marketing activities.