VIII. Culture and Subcultures

Learning Objectives

In this section, we will learn about the relationship between culture, subcultures, and marketing and ways in which cultural concepts influence consumption.

Upon completing this section, students should:

1. Define the terms “culture” and “subculture.”
2. Identify the key characteristics of culture and discuss ways in which it is learned and shared.
3. Explain the meaning of cultural appropriation and provide examples of how marketers have appropriated cultural aspects to pursue marketing goals.
4. Explain the complexities around categorizing gender and ethnic subcultures and how marketers can avoid perpetuating stereotypes in marketing activities.