Quiz #1: Chapter 5 (Part 2) Flashcards Preview

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Flashcards in Quiz #1: Chapter 5 (Part 2) Deck (12)
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1
Q

Ethnic subculture

A

based on common racial, language, or nationality background

2
Q

Hispanic values include

A

social-oriented, strong interest in appearance, fascinated by technology, family/children, region/tradition

3
Q

Hispanic consumer behavior

A

well-established brands, smaller stores, some shifting to non-ethnic

4
Q

African American values

A

family, religion, racial awareness and ethnic pride

5
Q

African-American consumer behavior

A

social occasion, fashion and brand conscious, urban youth wear gold jewelry, prefer african-american celebrities

6
Q

Asian American Values

A

Confucianism, value on traditional/extended families, education/collective effort/advancement highly valued, majority of Asian Americans speak native languages at home

7
Q

Asian consumer behavior

A

gift giving, saving for bad weather, big investment in education, prefer ethnic language/ethnic symbols in ads, prefer “we” to “I”

8
Q

Asian Americans: more than translating advertisements into the appropriate languages–

A

Cultural symbols and meanings relevant to each nationality segment

9
Q

Acculturation

A

identification with the dominant culture

10
Q

Ethnic identification

A

identification with a subculture

11
Q

Ethnic Subculture + Marketing: Mistakes

A

Inadvertently ignoring minority ethnic consumers, ignorance of ethnic values, offending a minority, ineffective communications

12
Q

Ethnic Subculture + Marketing: Opportunities

A

ethnic products/services, ethnic models in communication, ethnic media, ethnic culture check, ethnic community bonding