Ethnicity_In_Marketing

Ethnicity In Marketing Ethnicity in Marketing America is the melting pot of the world because there are so many different ethnicities. That is why it makes America so unique and such a great place. But in case you have noticed, America is no longer a melting pot, It is a salad bowl, brimming with a polyglot, multi-hued potpourri of people who mix but do not blend (Clary, 1989). That is one bad thing about America being so diverse. The ethnic diversity of the United States makes it critical to develop ad strategies for specific target segments, which entails investigating how consumers differ in their various purchase decision-making patterns (Kang, 2001). There are three major ethnic minority consumer groups in the United States and they are African Americans, Hispanics, and Asians (Kang, 2001). African Americans, Hispanics, and Asians are expected to account for 30% of the nations population by 2005 (MMR, 2001). Blacks, Hispanics, Asians account for 79 million out of 281 million Americans (Business Week, 2001). Collectively they represent an estimated $1 trillion in annual spending power Business Week, 2001). This has had companies trying to come up with new strategies to target these ethnic groups. Advertisers 2001, groups, ethnic, companies, percent, marketing, urban, scanlon, people, internet, hispanics, media, marketers, reference, minorities, different, whites, influence, blacks, americans, america, 2002, week, tv, target, make, hispanic, even, cantwell, business, because, asians, way, using, sources