Ethnic marketing: accepting the challenge of cultural diversity
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Thomson Learning
2005
|
| Ausgabe: | 1. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XI, 274 S. graph. Darst. |
| ISBN: | 1861529961 |
Internformat
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| 245 | 1 | 0 | |a Ethnic marketing |b accepting the challenge of cultural diversity |c Guilherme D. Pires and P. John Stanton |
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Datensatz im Suchindex
| _version_ | 1804134544400449536 |
|---|---|
| adam_text | Contents
List of tables x
List of figures xii
List of exhibits xiii
Preface xiv
Chapter 1 Introduction to ethnic marketing 1
Chapter objectives 1
Introduction to the concept of ethnicity 2
The development of ethnic marketing 3
The resilience of ethnic minority groups 7
Marketing opportunities 12
The path ahead 13
References 15
Chapter 2 From target marketing to ethnic marketing 18
Chapter objectives 18
The business case for mass marketing 19
The business case for target marketing 20
Market segmentation process 20
Benefits, criticisms and limitations 22
Market segmentation strategy 24
Effective target market selection 28
Linking market segmentation to ethnic marketing 31
The business case for ethnic marketing 33
Notes 34
References 35
Chapter 3 Ethnic consumers and ethnic groups 37
Chapter objectives 37
Introduction 38
vi Contents
Basic requirements for identifying ethnic marketing
segments 38
A three dimensional construct of ethnicity 45
Ethnicity and the acculturation process (a two country
environment) 47
Allowing for cultural diversity (a multi country world) 49
Acculturation and the expatriate adjustment process 52
Relevance to minority ethnic groups 54
Conclusion 56
Notes 57
References 57
Case 1 Australian standard classification of cultural
and ethnic groups 61
Chapter 4 Ethnic market segmentation and aggregates
of ethnic groups 66
Chapter objectives 66
Introduction 67
Ethnic groups as references for ethnic consumers 67
Reasons for aggregating minority ethnic groups 69
A framework for assessing aggregates of ethnic groups 77
Using single ethnic identification indicators for aggregating
ethnic groups 80
Chapter summary 81
Notes 82
References 82
Case 2 Stake your claim in the multicultural market 85
Case 3 Pepsi puts interests before ethnicity; aided by range
of shops, marketer proves that passion comes first 88
Chapter 5 Assessing ethnic group substance for
marketing purposes 91
Chapter objectives 91
Introduction 92
Perceived net value influences substantiality *3
What to consider in profiling minority ethnic groups 95
Ethnicity based segmentation opportunities need to be
assessed 101
Chapter summary 104
Notes 104
References ^^
Contents vil
Chapter 6 Understanding the decision processes of
ethnic consumers 106
Chapter objectives 106
Why do ethnic minority consumers need to be treated
differently? 107
The process of supplier selection 108
How average consumers select suppliers 112
How ethnic minority consumers select suppliers 114
Summary 119
References 120
Research Gambling and time in multicultural
Note 1 South Africa 122
Chapter 7 Competitive advantage and consumer
loyalty in ethnic markets 125
Chapter objectives 125
Sources for a sustainable competitive advantage 126
Concepts of loyalty 128
Building loyalty 132
Why ethnic consumers may switch 136
Summary 137
References 137
Case 4 You need more than a road map 140
Chapter 8 Identifying and reaching an ethnic market:
methodological issues 141
Chapter objectives 141
Why it is difficult to profile minority ethnic groups 142
Using conventional research methods to identify ethnic
groups 143
Project research design 145
Reducing respondents reluctance 148
Population definition 150
Sampling process 151
Limitations 154
Notes 155
References 156
Case 5 The Portuguese community in Sydney, Australia 158
Case 6 Non profit objectives: Newham Council, England 161
Case 7 Korean rotating credit associations in Los Angeles 162
viii Contents
Chapter 9 Ethnic marketing in practice marketing
services 164
Chapter objectives 164
Dimensions of services 165
Service characteristics and consumer inexperience 167
Reliance on word of mouth from similar others 172
The impact of experience (market knowledge) 173
Implications 178
Notes 181
References 181
Case 8 Verizon targets minority customer base 183
Chapter 10 Ethnic marketing in practice HRM issues 185
Chapter objectives 185
The cultural challenge 186
Managing differences abroad 186
Managing differences domestically 189
The challenge of domestic diversity 194
Developing cultural competencies 196
References 199
Case 9 Avon targets black sales reps 201
Chapter 11 Ethnic marketing in practice
communications issues 203
Chapter objectives 203
Introduction 204
Communication dimensions 205
Marketing communications and ethnic groups 207
Communications to reach an ethnic group 209
Communication strategies to hold an ethnic group 212
Summary 214
References 215
Case 10 Surveys point to group differences 217
Case 11 A multiplicity of ethnicity 219
Case 12 Media unsure whether to target segment
in subsets or as part of the mainstream 221
Contents ix
Chapter 12 Ethnic marketing in practice ethics and
social responsibility 224
Chapter objectives 224
What is good? 225
Ethics and marketing 226
Ethnic marketing ethics 228
Ethics issues in ethnic marketing 233
Counteracting unethical behaviour 238
Methodological issues 240
Chapter summary 241
Notes 242
References 243
Chapter 13 Ethnic marketing challenges and
opportunities 246
Chapter objectives 246
Fundamental issues and ethnic marketing 247
How do customers and consumers really behave? 247
How do markets function and evolve? 249
How do firms relate to their markets? 250
What are the contributions of marketing to organizational
performance and societal welfare? 250
Future trends and ethnic marketing 252
The political environment 256
Notes 257
References 258
Research The impact of culture on website content, design,
Note 2 and structure 259
Case 13 Religion, ethnicity and acculturation.
Generation M 262
Index 267
List of tables
Table 1.1 Dominant and minority population groups, selected
advanced countries 13
Table 2.1 Bases for segmentation in consumer markets 21
Table 2.2 Tests for marketing segmentation effectiveness 25
Table 4.1 The Hispanic group in the United States 70
Table 4.2 Country of birth of settler arrivals in Australia 76
Table 4.3 Australian population by country of birth and
language spoken at home, selected countries, 1996 80
Table 5.1 Mainstream and community resources in health and
social services for Portuguese speaking people, 2004 97
Table 5.2 Businesses targeting the Portuguese community
in Sydney, activity and number of providers,
1999,2004 98
Table 5.3 Decision table based on external signs of
substantiality to indicate minority ethnic group
potential substantiality 99
Table 7.1 Stages in loyalty development 130
Table 7.2 Dimensions of loyalty 131
Table 8.1 Limitations on the development of minority ethnic
group profiles 1^2
Table 8.2 Process used for initial selection and probing of
experts 1^6
Table 8.3 Strategy used for sampling the population 151
Table 8.4 Characteristics of the sample and of the Portuguese
community profile, Sydney, selected indicators 154
Table C5.1 Profile of the Portuguese community in Australia,
1996 I58
Table 9.1 Information sources used by inexperienced ethnic
minority consumers by type of service product 1 •*
List of tables xi
Table 9.2 Ethnic minority consumers and services
consumption 179
Table 10.1 Skills required by expatriates to function effectively
internationally 188
Table 10.2 Strategy used for building a relationship with
a minority ethnic group 197
Table C10.1 Hispanic media preferences, 1992 217
Table C10.2 Hispanics and advertising, 1992 217
Table C10.3 African Americans, 1992 218
Table C12.1 Asian American viewing by prime time genre 222
Table 12.1 Environmental problems facing ethnic marketing 229
Table 12.2 Priority rules of behaviour for ethnic marketing 229
Table 12.3 Possible ethical consequences from target marketing
minority ethnic groups with mainstream marketing
programmes 236
Table 12.4 Possible consequences from unethical target
marketing of minority ethnic groups 237
Table RN 13.1 The differing image of four colours in four countries 260
List of figures
Figure 1.1 Ethnicity defining characteristics 7
Figure 2.1 Alternatives for firms assessment of segment
substantiality 27
Figure 3.1 Components of ethnicity 45
Figure 3.2 Generation of an ethnic group s identity/intensity
through shared values 46
Figure 3.3 Identifying shared values across ethnic groups 49
Figure 3.4 The acculturation process in a culturally diverse country 51
Figure 3.5 The U curve framework (also the culture shock cycle ) 53
Figure 4.1 How information flows between ethnic minority
consumers and minority ethnic groups 68
Figure 4.2 Overlap of ethnic groups in a country 79
Figure 5.1 Influences on decision making regarding
segmentation, targeting and positioning 94
Figure 5.2 Assessing substance via producer s surplus 1°3
Figure 6.1 Integrated model of decision making process 108
Figure 6.2 Integration of contributions to the sets model of
sequential choice 110
Figure 6.3 Preferred provider selection by inexperienced ethnic
minority consumers 1 ^
Figure 9.1 Distribution of service products in a continuum with
reference to tangibility and ease of evaluation 166
Figure 9.2 Types of switching motives 175
Figure 11.1 Elements of the communication process 205
Figure 11.2 Integrated marketing communications instruments 208
Figure 12.1 Customer needs, social responsibility and poor
business practice. Implications for marketing strategy 226
Figure 12.2 Acculturation, adaptation and socialization reduce
the cross cultural ethics gap 230
List of exhibits
Exhibit 1.1 Integrating the foreigners who call Germany home 9
Exhibit 10.1 Racial minorities become visible 187
Exhibit 10.2 Satisfying customers who are members of new ethnic
groups 191
Exhibit 10.3 Avon money left on the table 195
Exhibit 12.1 The American Marketing Association (AMA) Code of
Ethics 231
Exhibit 12.2 The national workshop on ethics of research in
aboriginal health 241
|
| adam_txt |
Contents
List of tables x
List of figures xii
List of exhibits xiii
Preface xiv
Chapter 1 Introduction to ethnic marketing 1
Chapter objectives 1
Introduction to the concept of ethnicity 2
The development of ethnic marketing 3
The resilience of ethnic minority groups 7
Marketing opportunities 12
The path ahead 13
References 15
Chapter 2 From target marketing to ethnic marketing 18
Chapter objectives 18
The business case for mass marketing 19
The business case for target marketing 20
Market segmentation process 20
Benefits, criticisms and limitations 22
Market segmentation strategy 24
Effective target market selection 28
Linking market segmentation to ethnic marketing 31
The business case for ethnic marketing 33
Notes 34
References 35
Chapter 3 Ethnic consumers and ethnic groups 37
Chapter objectives 37
Introduction 38
vi Contents
Basic requirements for identifying ethnic marketing
segments 38
A three dimensional construct of ethnicity 45
Ethnicity and the acculturation process (a two country
environment) 47
Allowing for cultural diversity (a multi country world) 49
Acculturation and the expatriate adjustment process 52
Relevance to minority ethnic groups 54
Conclusion 56
Notes 57
References 57
Case 1 Australian standard classification of cultural
and ethnic groups 61
Chapter 4 Ethnic market segmentation and aggregates
of ethnic groups 66
Chapter objectives 66
Introduction 67
Ethnic groups as references for ethnic consumers 67
Reasons for aggregating minority ethnic groups 69
A framework for assessing aggregates of ethnic groups 77
Using single ethnic identification indicators for aggregating
ethnic groups 80
Chapter summary 81
Notes 82
References 82
Case 2 Stake your claim in the multicultural market 85
Case 3 Pepsi puts interests before ethnicity; aided by range
of shops, marketer proves that passion comes first 88
Chapter 5 Assessing ethnic group substance for
marketing purposes 91
Chapter objectives 91
Introduction 92
Perceived net value influences substantiality *3
What to consider in profiling minority ethnic groups 95
Ethnicity based segmentation opportunities need to be
assessed 101
Chapter summary 104
Notes 104
References ^^
Contents vil
Chapter 6 Understanding the decision processes of
ethnic consumers 106
Chapter objectives 106
Why do ethnic minority consumers need to be treated
differently? 107
The process of supplier selection 108
How 'average' consumers select suppliers 112
How ethnic minority consumers select suppliers 114
Summary 119
References 120
Research Gambling and time in multicultural
Note 1 South Africa 122
Chapter 7 Competitive advantage and consumer
loyalty in ethnic markets 125
Chapter objectives 125
Sources for a sustainable competitive advantage 126
Concepts of loyalty 128
Building loyalty 132
Why ethnic consumers may switch 136
Summary 137
References 137
Case 4 You need more than a road map 140
Chapter 8 Identifying and reaching an ethnic market:
methodological issues 141
Chapter objectives 141
Why it is difficult to profile minority ethnic groups 142
Using conventional research methods to identify ethnic
groups 143
Project research design 145
Reducing respondents' reluctance 148
Population definition 150
Sampling process 151
Limitations 154
Notes 155
References 156
Case 5 The Portuguese community in Sydney, Australia 158
Case 6 Non profit objectives: Newham Council, England 161
Case 7 Korean rotating credit associations in Los Angeles 162
viii Contents
Chapter 9 Ethnic marketing in practice marketing
services 164
Chapter objectives 164
Dimensions of services 165
Service characteristics and consumer inexperience 167
Reliance on word of mouth from similar others 172
The impact of experience (market knowledge) 173
Implications 178
Notes 181
References 181
Case 8 Verizon targets minority customer base 183
Chapter 10 Ethnic marketing in practice HRM issues 185
Chapter objectives 185
The cultural challenge 186
Managing differences abroad 186
Managing differences domestically 189
The challenge of domestic diversity 194
Developing cultural competencies 196
References 199
Case 9 Avon targets black sales reps 201
Chapter 11 Ethnic marketing in practice
communications issues 203
Chapter objectives 203
Introduction 204
Communication dimensions 205
Marketing communications and ethnic groups 207
Communications to reach an ethnic group 209
Communication strategies to hold an ethnic group 212
Summary 214
References 215
Case 10 Surveys point to group differences 217
Case 11 A multiplicity of ethnicity 219
Case 12 Media unsure whether to target segment
in subsets or as part of the mainstream 221
Contents ix
Chapter 12 Ethnic marketing in practice ethics and
social responsibility 224
Chapter objectives 224
What is good? 225
Ethics and marketing 226
Ethnic marketing ethics 228
Ethics issues in ethnic marketing 233
Counteracting unethical behaviour 238
Methodological issues 240
Chapter summary 241
Notes 242
References 243
Chapter 13 Ethnic marketing challenges and
opportunities 246
Chapter objectives 246
Fundamental issues and ethnic marketing 247
How do customers and consumers really behave? 247
How do markets function and evolve? 249
How do firms relate to their markets? 250
What are the contributions of marketing to organizational
performance and societal welfare? 250
Future trends and ethnic marketing 252
The political environment 256
Notes 257
References 258
Research The impact of culture on website content, design,
Note 2 and structure 259
Case 13 Religion, ethnicity and acculturation.
Generation M 262
Index 267
List of tables
Table 1.1 Dominant and minority population groups, selected
advanced countries 13
Table 2.1 Bases for segmentation in consumer markets 21
Table 2.2 Tests for marketing segmentation effectiveness 25
Table 4.1 The Hispanic group in the United States 70
Table 4.2 Country of birth of settler arrivals in Australia 76
Table 4.3 Australian population by country of birth and
language spoken at home, selected countries, 1996 80
Table 5.1 Mainstream and community resources in health and
social services for Portuguese speaking people, 2004 97
Table 5.2 Businesses targeting the Portuguese community
in Sydney, activity and number of providers,
1999,2004 98
Table 5.3 Decision table based on external signs of
substantiality to indicate minority ethnic group
potential substantiality 99
Table 7.1 Stages in loyalty development 130
Table 7.2 Dimensions of loyalty 131
Table 8.1 Limitations on the development of minority ethnic
group profiles 1^2
Table 8.2 Process used for initial selection and probing of
experts 1^6
Table 8.3 Strategy used for sampling the population 151
Table 8.4 Characteristics of the sample and of the Portuguese
community profile, Sydney, selected indicators 154
Table C5.1 Profile of the Portuguese community in Australia,
1996 I58
Table 9.1 Information sources used by inexperienced ethnic
minority consumers by type of service product 1 ' •*
List of tables xi
Table 9.2 Ethnic minority consumers and services
consumption 179
Table 10.1 Skills required by expatriates to function effectively
internationally 188
Table 10.2 Strategy used for building a relationship with
a minority ethnic group 197
Table C10.1 Hispanic media preferences, 1992 217
Table C10.2 Hispanics and advertising, 1992 217
Table C10.3 African Americans, 1992 218
Table C12.1 Asian American viewing by prime time genre 222
Table 12.1 Environmental problems facing ethnic marketing 229
Table 12.2 Priority rules of behaviour for ethnic marketing 229
Table 12.3 Possible ethical consequences from target marketing
minority ethnic groups with mainstream marketing
programmes 236
Table 12.4 Possible consequences from unethical target
marketing of minority ethnic groups 237
Table RN 13.1 The differing image of four colours in four countries 260
List of figures
Figure 1.1 Ethnicity defining characteristics 7
Figure 2.1 Alternatives for firms' assessment of segment
substantiality 27
Figure 3.1 Components of ethnicity 45
Figure 3.2 Generation of an ethnic group's identity/intensity
through shared values 46
Figure 3.3 Identifying shared values across ethnic groups 49
Figure 3.4 The acculturation process in a culturally diverse country 51
Figure 3.5 The U curve framework (also the 'culture shock cycle') 53
Figure 4.1 How information flows between ethnic minority
consumers and minority ethnic groups 68
Figure 4.2 Overlap of ethnic groups in a country 79
Figure 5.1 Influences on decision making regarding
segmentation, targeting and positioning 94
Figure 5.2 Assessing substance via producer's surplus 1°3
Figure 6.1 Integrated model of decision making process 108
Figure 6.2 Integration of contributions to the sets model of
sequential choice 110
Figure 6.3 Preferred provider selection by inexperienced ethnic
minority consumers 1 ^
Figure 9.1 Distribution of service products in a continuum with
reference to tangibility and ease of evaluation 166
Figure 9.2 Types of switching motives 175
Figure 11.1 Elements of the communication process 205
Figure 11.2 Integrated marketing communications instruments 208
Figure 12.1 Customer needs, social responsibility and poor
business practice. Implications for marketing strategy 226
Figure 12.2 Acculturation, adaptation and socialization reduce
the cross cultural ethics gap 230
List of exhibits
Exhibit 1.1 Integrating the foreigners who call Germany home 9
Exhibit 10.1 Racial minorities become visible 187
Exhibit 10.2 Satisfying customers who are members of new ethnic
groups 191
Exhibit 10.3 Avon money left on the table 195
Exhibit 12.1 The American Marketing Association (AMA) Code of
Ethics 231
Exhibit 12.2 The national workshop on ethics of research in
aboriginal health 241 |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | Pires, Guilherme Dias Stanton, P. John |
| author_facet | Pires, Guilherme Dias Stanton, P. John |
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| author_sort | Pires, Guilherme Dias |
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| callnumber-subject | HF - Commerce |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)57729249 (DE-599)BVBBV020838318 |
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| dewey-ones | 658 - General management |
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| dewey-search | 658.80089 |
| dewey-sort | 3658.80089 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 1. ed. |
| format | Book |
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| id | DE-604.BV020838318 |
| illustrated | Illustrated |
| index_date | 2024-07-02T13:15:36Z |
| indexdate | 2024-07-09T20:26:18Z |
| institution | BVB |
| isbn | 1861529961 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-014160231 |
| oclc_num | 57729249 |
| open_access_boolean | |
| owner | DE-19 DE-BY-UBM DE-898 DE-BY-UBR DE-739 DE-188 |
| owner_facet | DE-19 DE-BY-UBM DE-898 DE-BY-UBR DE-739 DE-188 |
| physical | XI, 274 S. graph. Darst. |
| publishDate | 2005 |
| publishDateSearch | 2005 |
| publishDateSort | 2005 |
| publisher | Thomson Learning |
| record_format | marc |
| spelling | Pires, Guilherme Dias Verfasser aut Ethnic marketing accepting the challenge of cultural diversity Guilherme D. Pires and P. John Stanton 1. ed. London [u.a.] Thomson Learning 2005 XI, 274 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Etnische groepen gtt Marketing gtt Minority consumers Target marketing Nationale Minderheit (DE-588)4039409-8 gnd rswk-swf Zielgruppe (DE-588)4117714-9 gnd rswk-swf Interkulturelle Kompetenz (DE-588)4200053-1 gnd rswk-swf Ethnische Gruppe (DE-588)4153095-0 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marktsegmentierung (DE-588)4037644-8 gnd rswk-swf Marketing (DE-588)4037589-4 s Ethnische Gruppe (DE-588)4153095-0 s DE-604 Zielgruppe (DE-588)4117714-9 s Interkulturelle Kompetenz (DE-588)4200053-1 s DE-188 Marktsegmentierung (DE-588)4037644-8 s Nationale Minderheit (DE-588)4039409-8 s Stanton, P. John Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014160231&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Pires, Guilherme Dias Stanton, P. John Ethnic marketing accepting the challenge of cultural diversity Etnische groepen gtt Marketing gtt Minority consumers Target marketing Nationale Minderheit (DE-588)4039409-8 gnd Zielgruppe (DE-588)4117714-9 gnd Interkulturelle Kompetenz (DE-588)4200053-1 gnd Ethnische Gruppe (DE-588)4153095-0 gnd Marketing (DE-588)4037589-4 gnd Marktsegmentierung (DE-588)4037644-8 gnd |
| subject_GND | (DE-588)4039409-8 (DE-588)4117714-9 (DE-588)4200053-1 (DE-588)4153095-0 (DE-588)4037589-4 (DE-588)4037644-8 |
| title | Ethnic marketing accepting the challenge of cultural diversity |
| title_auth | Ethnic marketing accepting the challenge of cultural diversity |
| title_exact_search | Ethnic marketing accepting the challenge of cultural diversity |
| title_exact_search_txtP | Ethnic marketing accepting the challenge of cultural diversity |
| title_full | Ethnic marketing accepting the challenge of cultural diversity Guilherme D. Pires and P. John Stanton |
| title_fullStr | Ethnic marketing accepting the challenge of cultural diversity Guilherme D. Pires and P. John Stanton |
| title_full_unstemmed | Ethnic marketing accepting the challenge of cultural diversity Guilherme D. Pires and P. John Stanton |
| title_short | Ethnic marketing |
| title_sort | ethnic marketing accepting the challenge of cultural diversity |
| title_sub | accepting the challenge of cultural diversity |
| topic | Etnische groepen gtt Marketing gtt Minority consumers Target marketing Nationale Minderheit (DE-588)4039409-8 gnd Zielgruppe (DE-588)4117714-9 gnd Interkulturelle Kompetenz (DE-588)4200053-1 gnd Ethnische Gruppe (DE-588)4153095-0 gnd Marketing (DE-588)4037589-4 gnd Marktsegmentierung (DE-588)4037644-8 gnd |
| topic_facet | Etnische groepen Marketing Minority consumers Target marketing Nationale Minderheit Zielgruppe Interkulturelle Kompetenz Ethnische Gruppe Marktsegmentierung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014160231&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT piresguilhermedias ethnicmarketingacceptingthechallengeofculturaldiversity AT stantonpjohn ethnicmarketingacceptingthechallengeofculturaldiversity |