Ethnic Marketing
14 important questions on Ethnic Marketing
What does ethnic marketing mean?
It employs the personal marketing strategies that best reflect the cultural values, beliefs, attitudes, practices and norms of the ethnic audience you are targeting.
What is the difference between a "melting pot" and a "salad bowl"?
What is important when talking about a "salad bowl"?
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What are the 3 steps for developing an effective ethnic marketing strategy:
- Consider ethnic diversity when selecting personal marketing strategies;
- Determine the level of ethnicity of the audience you are targeting;
- Develop and implement your ethnic marketing campaign.
What are 4 common errors of conventional marketing?
- Lumping all the members of your target audience into an undifferentiated mass of people.
- Addressing all the members of your target audience with a general marketing approach.
- Considering diversity as a matter of image building by adopting symbolic minority representation in your marketing campaigns or by merely translating your message into different languages.
- Interpreting diversity through the lens of charity to be offered to others.
What are 5 keys to successful ethnic marketing?
- Value the cultural uniqueness of your target group.
- Value cooperation and bridge-building with community leaders and other organizations working within the community.
- Value the cultural beliefs, symbols and practices of your target group.
- Value differences in languages, accents, practices and social conduct.
- Value word-of-mouth and interpersonal communication to spread your message.
Fill in the gap:
The level of ethnic marketing needed will depend on the degree to which your target group members ... themselves with their respective ethnicities.
Fill in the gaps:
If you are working with a group with a low level of ethnic identity, your marketing approach will probably.....................................
On the other hand, if the group you are working with has a high level of ethnic identity, you will have to.....................................
be aware of and in tune with the values and beliefs of the ethnic culture of your audience.
What are the 3 major factors that determine ethnicity and heterogeneity among members of a group?
- Environmental - family upbringing, ethnicity of community or neighborhood one resides in.
- Economic - education, income and status etc.
- Social - place of birth, length of stay in the US, social associations and affirmations etc.
Some factors that can help you determine the level of a group's ethnicity are:
People with a high degree of ethnicity have strong ties with ethnic culture and will need a higher degree of ethnic marketing. They possibly.........
- Are first-generation immigrants
- Grew up outside America
- Are not fluent in English, speak mostly ethnic language
- Speak with a heavy accent
- Live in high-density ethnic areas
Some factors that can help you determine the level of a group's ethnicity are:
People with a medium degree of ethnicity can be considered as belonging to both worlds. They possibly.........
- Are second-generation or acculturated first generation
- Have spent one-fourth to one-half of their lives in America
- Are proficient in two languages (native and English)
- Speak with a light accent
- Live in moderately dense ethic areas
Some factors that can help you determine the level of a group's ethnicity are:
People with a low degree of ethnicity usually have weak ties with their original culture. They possibly.........
- Are second-generation or more
- Were born and raised in America
- Are bilingual but prefer English
- Speak with a neutral accent
- Live in low-density ethic areas
When assessing your marketing program, the Three "I" Steps model of marketing may be used:
- Identify the communities the target group comprises.
- Identify the values and beliefs of the targeted communities. This will involve researching and compiling some of their values and beliefs. This research gives you the foundation for the third I.
- Identify personal marketing strategies that match the values and beliefs of the community/communities you will be addressing.
Fill in the gaps:
Conclusion:
Marketing is of vital importance when attempting to create programs for ...
... are much more effective in reaching diverse or underserved audiences, but you must take into account the level of ethnic diversity of the audience you are trying to reach.
Begin by ... the communities, values and beliefs of your target audience and then design your marketing program using the personal marketing techniques that best match those beliefs and values before launching your ethnic marketing strategies.
Personal marketing techniques
identifying
The question on the page originate from the summary of the following study material:
- A unique study and practice tool
- Never study anything twice again
- Get the grades you hope for
- 100% sure, 100% understanding
