MKTG 35035 Lecture Notes - Lecture 7: Baby Boomers, Social Class, Social Capital
19 Feb 2020
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We can segment based on both, but it"s important not to confuse them. They require different marketing strategies, and confusing them often leads to stereotyping. Ethnic subcultures may have unique consumption patterns. Ethnic subcultures may share values about money or consumption that are different from other groups. Your position in the social class hierarchy can be. Ascribed (your family history gives you a certain position, or you are born into a certain class) or. Achieved (you move into a class due to your education, occupation, income, etc. ) Social mobility - the movement of individuals from one class to another, either upward or downward. Different societies have different degrees of social mobility: consumption and social class. Social class can act as a subculture, defining appropriate and inappropriate consumption. Poor taste : a better understanding - taste cultures, subcultures define what is taste in their terms - what aesthetic and intellectual pursuits are appropriate to that subculture.
