Culture: A Perceptual Approach in the Marketing Mix

The perceptual model can be applied to cultures in Marketing research. One way I would like to break it down is to a college campus. Throughout the readings on subcultures I made connections to my first year transition experience or my various groups of friends and acquaintances. Companies have to market their product to a variety of subcultures, even just within the United States.
First Off, the premise of this model can relate greatly to the set up of a busy meal at the dining commons. People with similar experiences sit together and can discuss for hours something the table next to them may have no thoughts on. This can relate greatly to the target market, all college students yet so different. I like creating this comparison to get a snapshot of the many cultures within what seems like a college that "lacks diversity." You see cultures interact as they get their food, some very talkative and open, polite while others keep to themselves. The final main observation is the similarity in the way each group dresses, wither they notice it or not.
Taking a step back, being a newcomer within an environment can bring out different sides of individuals. This is a key time for marketers, whether it be in any transportation center, or a billboard of the side of the highway. Easily influences, in college the orientation program, which I have helped facilitate assists first years in recognizing that they have the same problems, aspirations, and that they are in the same situation as the person next to them. We assist in easing this domestic intercultural operation. We pair people off with people who have similar interests so they can create a subculture under the first year culture. Breaking apart these cultures makes the leaders opinion leaders and are one of the main social influences. These identity groups help one transition into the collegiate setting, helping them create a family that perceives their actions as normal.
Soon as groups grow and flourish into different cultures at Keene State College we see the power component. With each groups individual version of the English language they come together in organized clubs with similar interests. Each club having the power, their own format, and making an impact on the larger community that is Keene State College. Just like the goal of each marketing team. I never thought my culture, of music lovers would make such an impact on this campus. We speak a language involving genres, new releases, and concert slang. Now we bring this to the radio station at Keene State, sharing our thoughts and knowledge. Also, we have made on of the largest efforts to connect the town art scene with the colleges, bringing students to events sponsored off campus at such places like the Starving Artist. A group of friends can discuss and relate in silence, or through sharing music can effect an entire melting pot of cultures. This equals one target market, the college student in Keene, NH.