AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:
1. Understand what subcultures are, how they are both different from and similar to the dominant culture, and when and how to develop unique marketing approaches to a subculture.
2. Fully understand that ethnic and other subcultures are heterogeneous and are composed of numerous subgroups.
3. Develop a preliminary understanding of the various ethnic subcultures in America and the unique opportunities and challenges they present marketers.
4. Develop a preliminary understanding of the various religious subcultures in America and the unique opportunities and challenges they present marketers.
5. Understand that the various regions of America form the basis for subcultures and present unique opportunities and challenges to marketers.