Bill Parse
BUOL 430
Accomplish 2
In attempting to segment the market, marketers often will segment on the basis of
subcultures. Citing the chapter, explain the advantages and potential pitfalls of this
strategy and give examples of how various subcultures may impact one’s buying
decision.
A subculture is a smaller group that exists with a large group. This smaller group is
broken down by race, sexual preference, religion, age, income level, occupation and so
on. An important concept for marketer in general is Social Class, this pertains to a
person’s lifestyle, occupation, values, interests, etc. An advantage to targeted subcultures
is appealing to certain niche markets, these targeted consumers may feel that the product
or service is more custom made just for them. A disadvantage would be the alienation that
the product or service by those who are not inside the targeted market for that product or
service. It could also come across disrespectful to a person if there is a marketing
campaign that’s targeted to a certain ethic group, it may come across an insensitive or that
person may feel singled out.
