Overarching cultural norms have an impact on how consumers perceive and use product brands, and having a good understanding of various subcultures or microcultures enables marketers to conduct more effective targeting. Vans is a company that focuses on building longterm relationships with consumers through strategic advertising and marketing activities. Vans knows the consumer behavior and culture of their target market well and uses this knowledge to tailor their campaign activities. After reading Chapters 9 and 10 from Babin & Harris, watch the Vans video and respond to the following:
- How does Vans’ target market influence the company’s advertising and marketing strategies? Why are these strategies necessary for Vans to effectively target this market?
- What are the demographic characteristics of Vans’ target market? How do you anticipate these characteristics changing over the next 15–20 years?
- How do microcultures affect value?
- Christ has commanded us to serve others “just as the Son of Man did not come to be served, but to serve” (Matthew 20:28) and marketers should always be looking for ways to better serve the customer and meet their needs. How does understanding the mircocultures of target market enable marketers to serve their audience better?