MKT 2210 Lecture Notes - Reference Group, Subculture, Social Class

• School: University of Manitoba
• Department: Marketing
• Course: MKT 2210
• Professor: Subbu Sivaramakrishnan

Document Summary

Subculture: a group of people with shared value system based on common life experience and situations. Subculture includes nationalities, religions, racial groups, and geographic regions. (1) native canadians (2) canada"s ethnic consumers (3) mature consumers (4) internet users. Internet users internet users are powerful and in control. Social classes are society"s relatively permanent and order division whose members share similar values, interest, and behaviours. Social class: relatively permanent and ordered division in a society whose members share similar values, interests, and behaviours. Social class is not determined by a single form, such as income, but measured as a combination of occupation, income, education, wealth and other variables. Table 5-2 characterises of seven major north american social classes (page 162) People can move to a higher social class or drop into a lower one. Groups: two or more people whom interact to accomplish individual or mutual goals.