Web Exercises—Chapter 13
Exercise #1
As you will note from the opening material to the chapter, there are cultures within
cultures in the United States. This chapter identifies many of these “subcultures” and
gives you many facts about them. As a first exercise in studying subcultures, go to the
Sprint Web site at www.sprint.com and answer the following questions:
a. The text shows an ad for Sprint (see Figure 13-6 on page 455). Which subculture
would this ad be directed toward? Note that this is an easy question, however, what
symbols (either pictorially or written) are used to connect with the designated subculture?
Would you deem this approach to be effective? Comment.
b. Go to the Sprint Web site. How does the Web site attempt to connect with
subcultures? Give an example. Is the Web site a more effective mechanism for reaching
subcultures than other forms of promotion? Comment.
c. After reviewing the material found in Table 13-1 (see page 439), write a brief plan for
Sprint to reach three subcultures with its message. Carefully identify the subcultures and
explain your ideas for reaching those subcultures.
Exercise #2
One of the most notable subcultures in the United States is the Hispanic or Latin
subculture. This subculture’s dramatic growth in recent years has certainly gotten the
attention of marketing directors for almost every product produced in this country. Read
the material about the Hispanic subculture on pages 440-444 and answer the following
questions:
a. Note the story about how Mattel has attempted to reach the Hispanic subculture with
its Hispanic version of its popular Barbie Web site (see www.barbielatina.com). Choose
the Spanish version for this popular site. List five characteristics that make this Web site
different from the more traditional Barbie Web site (see www.barbie.com).
b. Write a short memo that outlines how the Hispanic Barbie Web site may be used by
toy retailers located in Hispanic neighborhoods that feature Mattel and Barbie products.
Are Web sites such as these wise investments for manufacturers such as Mattel?
Comment.
Exercise #3
Subcultures can be grouped based upon geography and regions. One of the most readily
identifiable geographic regions in the United States is the Rocky Mountains. To see how
subcultural appeals are made based on geography and regions, visit the Colorado tourism
and travel Web site at www.colorado.com and answer the following questions:
a. Review the opening page to the Web site. List the specific market targets that would
be attracted to vacationing in Colorado based on the symbols and messages presented.
b. Given what you have read about geographic and regional subcultures, list the unique
characteristics of the mountain subculture found in and around Colorado.
c. List three ways that marketers can use the characteristics that you identified in “b”
build a successful marketing strategy to promote travel and tourism in Colorado.
Exercise #4
Though the African-American subculture is not growing as it once was, it is still a
significant subculture in the United States. Carefully read information about this
subculture on pages 449-451. Next, visit the NAACP Web site at www.naacp.org and
answer the following questions about this unique subculture:
a. Review the factual information presented on the NAACP Web site. List five facts
about the African-American subculture revealed by the Web site.
b. How might a marketer use the facts listed in “a” to design a more effective strategy for
reaching this subculture? Explain your facts and how they might be used.
c. Critique the NAACP Web site. Would you call it radical, informative, liberal, or
conservative? Explain.
d. How do racially oriented Web sites such as this one advance the interests of people in
that subculture?
Exercise #5
The chapter has some very interesting information about age subcultures beginning on
page 454 and running to page 462. A gender (sex) subculture section (see page 462-464)
follows the age subculture section. Both of these sections are somewhat characterized by
Table 13-11 (page 459) and Table 13-13 (page 463). After reading both of the sections
and tables mentioned, go to the Delia’s Web site (see www.delias.com) and answer the
following questions about age and gender (sex) subcultures:
a. What age subculture does the Delia’s Web site primarily appeal to? How do you
know? List three indicators.
b. Since Delia’s is obviously a female-oriented Web site, how would the Web site be
able to expand to the male market without alienating its existing market? Comment on
whether this would be a good move for Delia’s or not?
c. After you have identified which age generation seems to be the primary target of
Delia’s, comment on how the Web site could expand to other age groups. Pick one of
those age groups and write a brief plan for making the marketing transition.