Assignment task:
To demonstrate how consumers are influenced by culture and subculture.
To explain subcultures as they relate to behaviour.
Instructions:
Review the Case Study: Marketing in Practice: The Inuit and the North West Company at the end of Chapter Thirteen in the Consumer Behaviour textbook.
Answer the following questions on the case study:
Is the Inuit subculture a regional or ethnic subculture? How would you categorize this group of people? Why?
What specific needs does the Inuit subculture have? How are they different from those of other subcultures in Canada?
Given the specific needs of the Inuit, how should the North West Company market to this population? What aspects of the marketing mix need to be shaped for this market? In what ways?
How would you address the concern expressed by the Inuit with respect to product pricing if you were in business? Government? The Inuit population?