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MKT 400 (66)
Chapter 14

Chapter 14 - Age subcultures
Chapter 14 - Age subcultures

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School
Ryerson University
Department
Marketing
Course
MKT 400
Professor
Marla Spergel
Semester
Winter

Description
MKT400Chapter 14 Age SubculturesSubcultures microcultures and consumer identityy Subculturegroup whose members share beliefs and common experiences that set them apart from others y Microculturebased on lifestyle or aesthetic preference y Each subculture and microculture exhibits its own unique set of norms vocabulary and product insigniasAge and consumer identity y Age cohorta group of consumers of the same or approximate age who have undergone similar experiences Age subcultures are based on age cohorts y Multigenerational marketing strategymarketers use imagery that appeals to consumers from more than one generationThe youth markety Represents about 100 billion in spending powerTeen values conflicts and desiresy Cons
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