analyze one of the subcultures within current American culture, and to determine the marketing implications
Paper (2-3 pages plus bibliography)
Your goal is to analyze one of the subcultures within current American culture, and to determine the marketing implications. You may choose any subculture that interests you. The possibilities are huge, including ethnic subcultures, age-related subcultures, social class subcultures, or other subcultures (e.g., smokers, gay men, internet gamers, hip-hop, etc.).
The first section of your paper should be an overview—based on at least two research sources—of your subculture. Research sources could include articles in specialty journals (e.g., American Demographics) or in the popular or business press (e.g., L.A. Times, Newsweek, BusinessWeek). Your overview should include a detailed description of the subculture, including factors such as size, rate of growth, fit with the broader culture, language, rituals, symbols, and values.
The second section of your presentation should cover the marketing implications of your research. What kinds of new products (either goods or services) would appeal to this subculture? How could existing products be modified to better meet the needs of this subculture? How should products be priced? How should products be distributed? How should products be promoted?
Be sure to include a bibliography that follows standard APA format. If you do your research on the web, for instance, you need to include far more information than simply the URL or the name of the website. Many students find the Citation Machine website extremely helpful: http://citationmachine.net/. I will automatically deduct 10% or one letter grade for papers that do not include a correct bibliography.
Your papers must be typewritten in standard business format (single spaced, left justified, 12 point font, with a double space between paragraphs). Include headings where appropriate.
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