Opening Vignette: Metropolitan Life Recognizes the Value of Diversity

1. The Influence of Subculture on Consumer Behavior
   1. The United States: Melting Pot or Salad Bowl?
   2. The Key Strategic Issue: Should Marketers Appeal to Subcultures?
2. Types of Subcultures
   1. Geographic Subcultures
   2. Religion
   3. Nontraditional Subcultures: The Gay Community
3. Age Cohorts
   1. The Mature Market (Over 55 Years Old)
   2. Baby Boomers (Born Between 1946-1964)
      1. Older Baby Boomers
      2. Younger Baby Boomers
4. Generation X (Born Between 1965 and 1976)
5. Generation Y (Born Between 1977 and 1994)
6. Older Generation Ys
7. Younger Generation Ys
8. Ethnic Subcultures
   1. African-American Subculture
      1. Demographic Characteristics
      2. Purchasing Patterns
      3. Web Usage
   2. Marketing to African-American Consumers
      1. Advertising
      2. Media
      3. Product Positioning
      4. Product Development
9. Hispanic-American Subculture
   1. Demographic Characteristics
   2. Purchasing Patterns
   3. Web Usage
10. Marketing to Hispanic-American Consumers
    1. Advertising
    2. Media
    3. Product Development
    4. Distribution
11. Asian-American Subculture
    1. Demographic Characteristics
    2. Web Usage
12. Marketing to Asian-American Consumers
13. Subcultures of Consumption
14. The Harley Subculture: An Example
15. Targeting Subcultures of Consumption
16. Societal Implications of Subcultural Influences