Drawing on U.S. census data and primary research recently conducted among Hispanic consumers in the United States by TNS Market Development, this paper uses a systematic transcultural marketing approach to highlight critical demographic, sociographic, marketing and psychographic determinants of this niche of almost 34 million consumers. Discussion is provided of the various adaptations a marketing focused approach of this sort would require of communications strategies in order to target relevant and persuasive communications against an ethnic market with the consumer characteristics that are presented. The paper concludes that a systematic transcultural marketing-focused approach such as the one presented can serve as a model for developing programs in other countries in which ethnic marketing is a potential market opportunity.
This paper presents the innovative strategy of GWK, an important Dutch banking business. It demonstrates that small target groups can also be beneficial if there is a good combination between a specific product, like Western Union, and a specific promotional campaign. It gives a view of the aspects of the sales structure, promotion and communication strategy, results thus far and internal struggles.
The paper describes the future of ethnic marketing and the implications for marketing and strategies that can be adopted in ethnically diverse markets. It explores the impact that the conciliation between local and global will generate changes to the existing rules in marketing strategies. The Genius Loci approach is explored as it identifies new mind-styles, values and behaviours, becoming a new marketing program allowing companies to understand and invest in the multicultural market. This paper identifies how and why the central position of relationships produce a new culture ethnic mix.
This volume includes papers devoted to the following subjects: the role of ethnicity as it relates to a national identity; global/cultural awareness; new influences on a culture. Additionally, we have the treat of understanding trend sharing across previously-named enemy lines, and even unprecedented youth empowerment. All of this will be cast against the backdrop of unique cultural integration of messaging and packaging.
For the first time ESOMAR is holding a Conference on Ethnic Marketing. Delegates will examine the rich dynamic cultural heritage with ethnic communities bring to society as whole, resulting in cultural behaviour which is absorbed, and which democratises life styles and attitudes and produces fountains of creativity.