Culture: Different norms vary from culture to culture, by understanding who does what will make marketing your product easier and be more acceptable to that particular culture.
Example: The "got milk" ad that was popular some years back was a success in the US, but when the same ad was introduced in Mexico is failed because the role of housewife is more traditional than in the US and running out of milk or any other essential grocery item is not a little thing and not the stuff of joking around
Subculture: Groups of cultures that based on age, religion, race, geographical region, and ethical differences.
Example: The introduction of the Hip-Hop in the '70's caused a stir among African Americans, but today this group is very popular and still has a strong following with clothing styles, language and dance
Social Class: Groups of peoples based on social status, how wealthy you are, and behaviors.
Examples: The Kennedy's, the Vanderbilt's, the Sam Walton's or Bill Gates- these are some of the wealthiest people in the US they can have anything, go anywhere, and influence society. Their
"money talks" and gets attention to influence others.
Reference groups: Groups of individuals that share the sames values, beliefs and norms.
Example: Volunteers for organizations that are working together for the same end (Red Cross)
Group of like-minded peoples -model train builders, wooden boat enthusiasts, hikers, hunters.
Situational determinants: Outside situations that influence how a specific product or brand will be used.
Example: The the use if fish: can be eaten raw if in a sushi bar; can be fried as in Friday night fish fries, or can be broiled or baked. All are the sames product just prepared differently depending on the personal desire.
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