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MKT 424 Exam #1 > Chapter 5 > Flashcards

Flashcards in Chapter 5 Deck (7)
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1

Subculture

segment of a larger culture whose members share distinguishing values and patterns of behavior

2

Ethnic subcultures

those whose members’ unique shared behaviors are based on a common racial, language, and national background

3

Marketing to African Americans– Products

have different skin tones and hair from white Americans, cosmetics and similar products developed for white consumers are typically inappropriate

4

Marketing to African Americans– Communications

failure comes when assuming all members are the same

5

Marketing to African Americans– Retailing

adjusting merchandising mix to meet their needs

6

Hispanic

person of Cuban, Mexican, Puerto Rican, South, or Central American, or other Spanish culture or origin regardless of race

7

Acculturation

the degree to which an immigrant has adapted to his or her new culture