c

For marketers, providing ritual goods has pluses and minuses. For example, vendors
at some Shinto temples in Japan that specialize in childbirth blessings do a thriving
business in protective charms and support garments. Stationery and party supply
stores provide all sorts of goods for cylindrical rituals such as birthdays, carnival, or
Halloween. Other retailers provide symbolic goods that allow fans to express their
affiliation with sports teams and contests. Sometimes, a consumer product becomes
almost identical with a ritual or even triggers the ritual. For example, Mother¶s Day
was created in order to sell more flowers and it works. For florists, Mother¶s day is
the biggest revenue ± producing day of the year. Rituals have life cycles; they
decline and gain in popularity, and new cultural rituals emerge as others fade.
Culture further divided in two category; sub culture and cross - culture.

cc 
c
The members of specific subculture possess beliefs, values, and customers that set
them apart from other members of the same society. In addition, they adhere to most
of the dominant cultural beliefs, values, and behavioral patterns of the larger society.
We define subculture, then as a distinct cultural group that exists as an identifiable
segment within a larger, more complex society. In below figure presents a simple
model of the relationship between two subcultural groups and the larger culture. As
depicts, each subculture has its own unique traits, yet both groups share the
dominant trai ts of the overall American culture. Each American, however, is at the
same time a member of various subcultures. For example, a 14 -year-old boy may
simultaneously be Hispanic, Catholic, a teenager, and a New Yorker. We should
expect that membership in each different subculture would provide its own set of
specific beliefs, values, attitudes, and customs .