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Rotman Commerce (1,103)
RSM225H1 (70)
Lecture

CH.14 AGE SUBCULTURES.docx

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Department
Rotman Commerce
Course
RSM225H1
Professor
Malcolm Mac Kinnon
Semester
Fall

Description
CH.14 AGE SUBCULTURES Subculture: a group whose members share beliefs/common experience that set them apart from others (ex; age, ethnic background etc) Microculture: based on a lifestyle or aesthetic preference (ex; Fiero enthusiasts who share passion for the Pontiac car manufactured by GM) (cosplay in Japan) A marketer needs to communicate with members of an age group in their own language (ex; Sony held a beach volleyball events -> more successful) Age cohort: a group of consumers of the same/approximate age who has similar experiences THE YOUTH MARKET - Generation Y  Digital native: communicate through online/cell phone  Tweens: new term for 2 million children aged 10 to 14 btwn childhood/adolescence and exhibit characteristics of both age groups (exert significant influence over their families’ purchases)  Youth tribe: the essence of tribal consumption is that these products/services reinforce the notion of belonging  Tribal gatherings provide manufacturers with an opportunity to strengthen the group bond when they offer accessories - Generation X (baby busters)  Older generation Baby boomer: The
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