What is the difference between culture and subculture? Why do marketing managers need to understand culture and subculture?

Question

What will be an ideal response?

Answer 1

CULTURE is the set of values, norms, attitudes, and other meaningful symbols that shape human behavior and the products of that behavior as they are transmitted from one generation to the next. Culture is environmentally oriented and dynamic. It also gives order to society by establishing common expectations.

SUBCULTURES are subdivisions of culture on the basis of such things as demographic characteristics, geographic regions, political beliefs, religious beliefs, and national and ethnic backgrounds. Subcultures are homogeneous groups that share elements of the overall culture as well as unique elements. Within subcultures there are even greater similarities in people's attitudes, values, and actions than within the broader culture.

Without understanding culture, a firm has little chance of effectively penetrating the market. As more companies expand their operations globally, the need to understand the cultures of foreign countries becomes more important. Marketers should become familiar with the culture and adapt to it, or marketers can attempt to bring their own culture to other countries. Marketers should also identify subcultures and then design special marketing programs to serve their needs.