Final answer:
The statement is false; marketers actively target subcultures due to their specific interests and cohesive nature, which makes them ideal for tailored marketing campaigns.
Step-by-step explanation:
The statement that marketers focus almost exclusively on cultures as a whole because subcultures are too small and not cohesive enough to be a useful target market is false. Marketers understand the importance of subcultures and often target them specifically. Subcultures provide marketers with a concentrated and often passionate audience that shares common interests and values, making them an ideal target for specialized marketing campaigns.
Minority cultures and subcultures, such as doomsday preppers, gopniks, cholos, and fans of professional wrestling or anime, have their own unique beliefs and behaviors. Understanding these subcultures allows marketers to tailor their messages and products to meet the specific needs and preferences of these groups. Sociologists recognize the diversity within societies, which includes not only high culture and popular culture but also many subcultures and countercultures.
Moreover, being part of a subculture brings camaraderie and social cohesion. This membership benefits the larger society by providing a sense of belonging. Therefore, marketers leverage this aspect by creating advertisements and products that resonate more deeply with members of specific subcultures, rather than addressing the general population, making subcultures a valuable entity in marketing strategies.