Communicating with the multicultural consumer: theoretical and practical perspectives
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| Format: | Buch |
| Sprache: | English |
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2008
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| Beschreibung: | XXI, 328 S. Ill., graph. Darst. 230 mm x 160 mm |
| ISBN: | 9780820481197 082048119X |
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Datensatz im Suchindex
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| adam_text | Table of Contents
List of Figures
List of Tables
Preface
The Growth of Multicultural Markets
Melting Pot or Mosaic?
Race and Ethnicity in the U.S. Marketplace
Identities and Labels
Hispanic or Latino?
African American or Black?
Asian American or Asian Pacific American?
Population Growth: Birthrate and Immigration
Age Distribution
Ethnic Population Distribution
Educational Attainment
Income and Ethnic Buying Power
Corporate America Responds
Products and Services
XIII
xiv
xix
1
1
2
6
6
6
7
7
10
10
13
14
16
16
Media 17
Advertising Agencies 17
Projections for the Future 18
Summary 20
The Multicultural Consumer and the Marketing Mix 23
Tailoring the Marketing Mix 24
Product 24
Product Standardization, Adaptation, and Customization 26
Packaging and Labeling Decisions 29
Place 31
Price 32
Pricing Objectives and Strategies 33
Promotion 34
Advertising 34
Sales Promotion 35
Public Relations 37
Personal Selling 40
Direct Marketing 41
Sponsorships 43
Product Integration 45
Word-of-Mouth Advertising and Buzz Marketing 48
Integrated Marketing Communications 49
Summary 52
The Influence of Culture on Marketing and Advertising
to Multicultural Consumers 55
Concept of Culture 56
Cocultures 57
Self-Reference Criterion and Ethnocentrism 57
Assimilation and Acculturation 58
Culture and Communication 61
Verbal Communication 62
Language and Context 62
Language and Hispanic Americans 63
Language and Asian Americans 65
Language and African Americans 66
Translations 67
Nonverbal Communication 69
Space Usage 69
Time Symbolism 70
Eye Contact 72
Colors and Other Signs and Symbols 73
Expressions of Culture 75
Values 77
Classifying and Assessing Values ^
Religion, Morals, and Ethical Standards 79
Family 82
Hofstede s Dimensions of Culture 88
Individualism versus Collectivism 88
Influence of Culture on Consumer Behavior 90
Why Consumers Buy 90
Shopping Behavior 92
What Consumers Buy 93
Where Consumers Buy 96
Who Makes Purchase Decisions 98
The Role of Money 100
Summary 100
Reaching Hispanic Consumers 107
Who They Are: Understanding Hispanic Identity 107
Mexicans 108
Puerto Ricans 108
Cubans 109
Dominicans 109
Central Americans 110
South Americans 110
Where to Reach Them 111
Unifying Factors: Language, Religion, and Family 111
Language 111
Religion 114
Family 116
Hispanic Income and Buying Power 119
Shopping Behavior 122
Who s Talking to Hispanics? 125
Creating Advertising That Persuades Hispanic Consumers 127
How to Reach Them: Media 128
Television 130
Radio 140
Print Media 144
Newspapers 145
Magazines 148
Internet 149
Summary 153
Reaching African American Consumers 157
Who They Are: Understanding African American Identity 157
Where to Reach Them 158
Unifying Factors: The Black Experience, Religion and the Black Church,
and Family and Community 159
The Black Experience 159
Religion and the Black Church 161
Family and Community 163
African American Income and Buying Power 168
African American Shopping Behavior 175
Who s Talking to African Americans? 181
How to Create Ads That Persuade 182
How to Reach Them: Media 188
Television 189
Radio 195
Newspapers 196
Magazines 198
Computers and the Internet 201
Summary 203
6 Reaching Asian American Consumers 207
Who They Are: Understanding Asian American Identity 207
Where to Reach Them 209
Unifying Factors: Group Orientation and the Family, Education, and Saving Money 212
Group Orientation and the Family 212
Education 218
Saving Money 219
Asian American Income and Buying Power 220
Asian American Shopping Behavior 224
Who s Talking to Asian Americans? 229
How to Create Ads That Persuade 231
How to Reach Them: Media 234
Broadcast Media 235
Chinese Americans 235
Filipino Americans 235
Indian Americans 235
Korean Americans 236
Vietnamese Americans 236
Japanese Americans 237
Print Media 239
Chinese Americans 239
Filipino Americans 239
Indian Americans 241
Korean Americans 241
Vietnamese Americans 241
Japanese Americans 241
The Internet 244
Summary 246
7 Advertising Agencies and Multicultural Consumers 251
General Market Advertising Agencies and Ethnic Professionals 252
Multicultural and Specialty Advertising Agencies 258
Profile of a Hispanic Advertising Agency 267
Profile of an African American Advertising Agency 269
Profile of an Asian American Advertising Agency 271
Summary 273
Ethics and Social Responsibility: Selling to the Multicultural Consumer 275
Introduction 275
Business Ethics 276
Applying Ethics to the Marketing Mix 278
The Product 280
Marketing Tobacco to Ethnic Consumers 280
Marketing Alcoholic Beverages to Ethnic Consumers 286
The Price 290
Distribution 292
Promotion 293
Beyond Ethics: Corporate Social Responsibility 300
A Firm s Responsibility to All Its Employees 302
A Firm s Responsibility to Society 304
Summary 306
Epilogue 313
Index 315
List of Figures
Figure 1.1: U.S. Latino Population by Place of Origin..............5
Figure 1.2: Print Ad from McDonald s Baobab Campaign Targeting Blacks.....19
Figure 2.1: Three Levels of a Product....................25
Figure 2.2: GMC Pitches Yukon Denali to African American Consumers......27
Figure 2.3: Advertisement for Band-Aid s Perfect Blend Bandages........28
Figure 2.4: Advertisement for Pantene s Anti-Sponge Line Promising No Frizz ... 30
Figure 3.1: Acculturation and Hispanic Americans...............60
Figure 3.2: In a Bilingual Super Bowl Ad for the Hybrid Toyota Camry, a Hispanic
Father and Son Converse in Both Spanish and English........64
Figure 3.3: The headline for this nail polish ad reads The culture of color. .....74
Figure 3.4: Expressions of Culture at Different Levels..............76
Figure 3.5: Kraft Foods Promotes Its Annual Gospel Talent Search........83
Figure 3.6: Tide ad countering stereotypes of the African American family......87
Figure 3.7: Hennessy Ad Appealing to Social and Economic Achievement.....91
Figure 3.8: McDonald s Ad Featuring a Spicy Menu Item............95
Figure 4.1: Advertisement for American Family Insurance Conveying the
Importance of Home and Family.................117
Figure 4.2: Nation s Largest Hispanic Consumer Markets...........122
Figure 4.3: Aspects of Ads That Persuade Latino Consumers......... 128
Figure 4.4: Cingular World Connect Ad Featuring Product Price........ 129
Figure 4.5: Telemundo Advertisement.................. 132
Figure 4.6: Advertisement in People en Espanol Promoting ABC s Ugly Betty ... 137
Figure 4.7: ImpreMedia Advertisement.................. 147
Figure 4.8: Ad Encouraging Subscriptions to People en Espanol........ 150
Figure 5.1: MetLife Ad Targeting Females................. 165
Figure 5.2: Ad Appearing in Black Enterprise Magazine Encouraging Blacks to Host
their Family Reunions at Doubletree Hotels............ 167
Figure 5.3: Family Income by Family Type and Race of Householder....... 169
Figure 5.4: General Mills Ad Promoting Their Box Tops for Education Program ... 171
Figure 5.5: Ad for Vaseline Intensive Care Total Moisture Lotion Appealing to the
Black Businesswoman.....................174
Figure 5.6: Ad for State Farm Insurance Appealing to African American Renters . . 176
Figure 5.7: Wal-Mart Ad Promoting Its Voices of Color Film Series Saluting Black
Filmmakers during Black History Month............. 185
Figure 5.8: Ad for BET that Celebrates the Beauty of Black .......... 190
Figure 5.9: Ad Promoting Essence Magazine to Female Readers........ 199
Figure 6.1: Ad Speaking to the Importance of Family Legacy among Asian
Consumers........................ 215
Figure 6.2: Western Union Promotes Its Money Transfer Service to Asian
Consumers........................ 217
Figure 6.3: Industries with the Most Asian-Owned Firms........... 222
Figure 6.4: Asian American Buying Power Compared to the Buying Power of U.S.
States.......................... 223
Figure 6.5: J. C. Penney Ad Promoting Huge Savings to Asian Shoppers..... 226
Figure 6.6: Ad Promoting MTV Chi, Appealing to Chinese Americans...... 240
Figure 6.7: Ad Promoting Giant Robot s Web Site and Stores......... 245
Figure 7.1: Principles and Recommended Practices for Effective Advertising in the
American Multicultural Marketplace)............... 255
Figure 7.2: Advertisement for CoverGirl s Queen Collection Created by Grey
Worldwide........................ 257
Figure 7.3: Advertisement Promoting the Hispanic Group Advertising Agency . . . 263
Figure 7.4: Print Ad Targeting Hispanics for the National Pork Board, Created by
the San Jose Group..................... 268
Figure 7.5: Script for a radio spot for the National Pork Board......... 268
Figure 7.6: Advertisement for Wal-Mart Created by E. Morris Communications Inc. . 270
Figure 7.7: State Farm Insurance Print Ads Targeting the Asian Community,
Created by interTrend.................... 272
Figure 8.1: Example of an Advertising Industry Code of Ethics......... 279
Figure 8.2: Kool Cigarettes Encourage the Target Audience to Be Authentic . . . 284
Figure 8.3: Budweiser Ad Highlighting Support for the Hispanic Community. ... 291
Figure 8.4: Tiger Woods Is a Spokesperson for American Express....... 296
Figure 8.5: Asian American Featured in Print Advertisement for Windows Server . . 299
Figure 8.6: Ford Motor Company Advertisement Promoting Its Diversity Program. . 305
Figure 8.7: General Motors Sponsors Black Enterprise Entrepreneurs Conference . 307
List of Tables
Table 1.1:
Table 1.2:
Table 1.3:
Table 3.1:
Table 3.2:
Table 3.3:
Table 3.4:
Table 3.5:
Table 3.6:
Table 3.7:
Table 4.1:
Table 4.2
Table 4.3:
U.S. Population by Race and Ethnic Origin for the United States, July 1,
2004............................4
Foreign-Born Population of Asian Americans............9
Age Distribution for the U.S. Population by Race and Ethnic Origin:
2004 (Percent distribution)...................11
How Latinos Identify Themselves.................61
Instrumental and Terminal and Instrumental Values..........78
Asian Americans and the Traditional Family.............85
Shopping Cart Contents Vary by Ethnic Group............93
Where Ethnic Consumers Shop (Number of Trips Made Annually) .... 97
Factors Influencing Where U.S.-Bom versus Foreign-Born Hispanics
Shop...........................97
Percentage of Women Who Are the Primary Decision Makers in the
Household.........................99
Top Twenty-Five Hispanic Markets (by Estimated 2006 Population). . . .112
Language Dominance by Country or Region of Origin.........113
Household Type and Size....................118
Table 4.4: Percentage of Households for Different Brackets of Total Income in
2002........................... 120
Table 4.5: Hispanic Shopping Characteristics............... 123
Table 4.6: Top Fifty Advertisers in Hispanic Media by Measured U.S. Media
Spending......................... 126
Table 4.7: Hispanic Media Advertising Spending.............. 130
Table 4.8: Hispanic TV Network Viewership................ 131
Table 4.9: Top Prime-Time Network TV Programs Ranked by May 2006 Ratings
among Hispanic Viewers................... 133
Table 4.10: Top Spanish-Language Cable Networks............. 135
Table 4.11: Top Cable TV Programs among Hispanic Viewers......... 139
Table 4.12: Top U.S. Radio Formats by Age Group, with Top Five Spanish-
Language Format Breakout.................. 142
Table 4.13: Future Acquisitions by Hispanic Consumers; Hispanic Buying Power Is
up 161% from 1990..................... 143
Table 4.14: Hispanic Consumers Are Big Spenders............. 143
Table 4.15: Top Twenty-Five Hispanic Newspapers by Measured Advertising
Revenue......................... 146
Table 4.16: Top Ten Hispanic Magazines by Circulation............ 149
Table 4.17: Top Ten Hispanic Web Sites by Measured U.S. Web Ad Spending ... 151
Table 4.18: Top Ten Web Properties among Hispanic Users by Language
Preference and Number of Unique Visitors............ 152
Table 5.1: Geographic Concentration of African Americans by U.S. City..... 159
Table 5.2: Frequency of Attending Religious Services............ 162
Table 5.3: Family Size by Family Type and Race of Householder, 2002...... 166
Table 5.4: Percentages of African Americans Earning Diplomas/Degrees..... 173
Table 5.5: Top Ten States in Terms of African American Buying Power...... 175
Table 5.6: African American Purchasing Behavior.............. 177
Table 5.7: Minutes per Day Spent with Media by Race/Ethnicity........ 189
Table 5.8: Top Ten Programs African Americans View during Prime Time on
Network Television (Based on Ratings for the Week of October 9
through 15,2006)..................... 192
Table 5.9: Top Twenty-Five Programs African Americans View during Prime Time
on Cable TV (Based on Ratings for the Week of October 9 through 15,
2006).......................... 193
Table 5.10: Radio s Reach with African Americans.............. 195
Table 5.11: African American Radio Format Preferences........... 196
Table 5.12: Demographic Profile of African American Newspaper Readers .... 197
Table 5.13: Top Magazine Titles by African American Audience Composition. . . . 200
Table 6.1: Asian Americans by Top Ten Ethnicities............. 208
Table 6.2: Countries of Origin by Foreign-Born Population with 500,000 or More
Immigrants in 2000..................... 209
Table 6.3: Top Twenty Asian American States............... 210
Table 6.4: Areas of Geographic Concentration by U.S. Designated Market Areas
(DMAs).......................... 211
Table 6.5: Marital Status of Population Aged Fifteen Years and Older for Asian and
Pacific Islanders and Non-Hispanic Whites............ 213
Table 6.6: Household Size for Married Couples.............. 213
Table 6.7: Educational Attainment by Sex................ 219
Table 6.8: Married-Couple Family Income................. 220
Table 6.9: Asian Ownership of Firms by Subgroup (2002).......... 221
Table 6.10: Top Five States in Terms of Asian American Buying Power...... 224
Table 6.11: Ranking of Food-at-Home Items by Expenditure Shares....... 228
Table 6.12: Asian American Consumer Behavior.............. 230
Table 6.13: Top Ten Advertisers in the Asian American Market in 2002...... 231
Table 6.14: English Language Capability among Various Age Groups of Asian
Americans........................ 233
Table 6.15: Magazine Titles by Asian American Audience Composition...... 243
Table 6.16: Activity Done Online on a Daily Basisa by Race.......... 246
Table 7.1: Top Multicultural Agencies in 2005............... 260
|
| adam_txt |
Table of Contents
List of Figures
List of Tables
Preface
The Growth of Multicultural Markets
Melting Pot or Mosaic?
Race and Ethnicity in the U.S. Marketplace
Identities and Labels
Hispanic or Latino?
African American or Black?
Asian American or Asian Pacific American?
Population Growth: Birthrate and Immigration
Age Distribution
Ethnic Population Distribution
Educational Attainment
Income and Ethnic Buying Power
Corporate America Responds
Products and Services
XIII
xiv
xix
1
1
2
6
6
6
7
7
10
10
13
14
16
16
Media 17
Advertising Agencies 17
Projections for the Future 18
Summary 20
The Multicultural Consumer and the Marketing Mix 23
Tailoring the Marketing Mix 24
Product 24
Product Standardization, Adaptation, and Customization 26
Packaging and Labeling Decisions 29
Place 31
Price 32
Pricing Objectives and Strategies 33
Promotion 34
Advertising 34
Sales Promotion 35
Public Relations 37
Personal Selling 40
Direct Marketing 41
Sponsorships 43
Product Integration 45
Word-of-Mouth Advertising and Buzz Marketing 48
Integrated Marketing Communications 49
Summary 52
The Influence of Culture on Marketing and Advertising
to Multicultural Consumers 55
Concept of Culture 56
Cocultures 57
Self-Reference Criterion and Ethnocentrism 57
Assimilation and Acculturation 58
Culture and Communication 61
Verbal Communication 62
Language and Context 62
Language and Hispanic Americans 63
Language and Asian Americans 65
Language and African Americans 66
Translations 67
Nonverbal Communication 69
Space Usage 69
Time Symbolism 70
Eye Contact 72
Colors and Other Signs and Symbols 73
Expressions of Culture 75
Values 77
Classifying and Assessing Values ^
Religion, Morals, and Ethical Standards 79
Family 82
Hofstede's Dimensions of Culture 88
Individualism versus Collectivism 88
Influence of Culture on Consumer Behavior 90
Why Consumers Buy 90
Shopping Behavior 92
What Consumers Buy 93
Where Consumers Buy 96
Who Makes Purchase Decisions 98
The Role of Money 100
Summary 100
Reaching Hispanic Consumers 107
Who They Are: Understanding Hispanic Identity 107
Mexicans 108
Puerto Ricans 108
Cubans 109
Dominicans 109
Central Americans 110
South Americans 110
Where to Reach Them 111
Unifying Factors: Language, Religion, and Family 111
Language 111
Religion 114
Family 116
Hispanic Income and Buying Power 119
Shopping Behavior 122
Who's Talking to Hispanics? 125
Creating Advertising That Persuades Hispanic Consumers 127
How to Reach Them: Media 128
Television 130
Radio 140
Print Media 144
Newspapers 145
Magazines 148
Internet 149
Summary 153
Reaching African American Consumers 157
Who They Are: Understanding African American Identity 157
Where to Reach Them 158
Unifying Factors: The Black Experience, Religion and the Black Church,
and Family and Community 159
The Black Experience 159
Religion and the Black Church 161
Family and Community 163
African American Income and Buying Power 168
African American Shopping Behavior 175
Who's Talking to African Americans? 181
How to Create Ads That Persuade 182
How to Reach Them: Media 188
Television 189
Radio 195
Newspapers 196
Magazines 198
Computers and the Internet 201
Summary 203
6 Reaching Asian American Consumers 207
Who They Are: Understanding Asian American Identity 207
Where to Reach Them 209
Unifying Factors: Group Orientation and the Family, Education, and Saving Money 212
Group Orientation and the Family 212
Education 218
Saving Money 219
Asian American Income and Buying Power 220
Asian American Shopping Behavior 224
Who's Talking to Asian Americans? 229
How to Create Ads That Persuade 231
How to Reach Them: Media 234
Broadcast Media 235
Chinese Americans 235
Filipino Americans 235
Indian Americans 235
Korean Americans 236
Vietnamese Americans 236
Japanese Americans 237
Print Media 239
Chinese Americans 239
Filipino Americans 239
Indian Americans 241
Korean Americans 241
Vietnamese Americans 241
Japanese Americans 241
The Internet 244
Summary 246
7 Advertising Agencies and Multicultural Consumers 251
General Market Advertising Agencies and Ethnic Professionals 252
Multicultural and Specialty Advertising Agencies 258
Profile of a Hispanic Advertising Agency 267
Profile of an African American Advertising Agency 269
Profile of an Asian American Advertising Agency 271
Summary 273
Ethics and Social Responsibility: Selling to the Multicultural Consumer 275
Introduction 275
Business Ethics 276
Applying Ethics to the Marketing Mix 278
The Product 280
Marketing Tobacco to Ethnic Consumers 280
Marketing Alcoholic Beverages to Ethnic Consumers 286
The Price 290
Distribution 292
Promotion 293
Beyond Ethics: Corporate Social Responsibility 300
A Firm's Responsibility to All Its Employees 302
A Firm's Responsibility to Society 304
Summary 306
Epilogue 313
Index 315
List of Figures
Figure 1.1: U.S. Latino Population by Place of Origin.5
Figure 1.2: Print Ad from McDonald's Baobab Campaign Targeting Blacks.19
Figure 2.1: Three Levels of a Product.25
Figure 2.2: GMC Pitches Yukon Denali to African American Consumers.27
Figure 2.3: Advertisement for Band-Aid's Perfect Blend Bandages.28
Figure 2.4: Advertisement for Pantene's Anti-Sponge Line Promising "No Frizz" . 30
Figure 3.1: Acculturation and Hispanic Americans.60
Figure 3.2: In a Bilingual Super Bowl Ad for the Hybrid Toyota Camry, a Hispanic
Father and Son Converse in Both Spanish and English.64
Figure 3.3: The headline for this nail polish ad reads "The culture of color.".74
Figure 3.4: Expressions of Culture at Different Levels.76
Figure 3.5: Kraft Foods Promotes Its Annual Gospel Talent Search.83
Figure 3.6: Tide ad countering stereotypes of the African American family.87
Figure 3.7: Hennessy Ad Appealing to Social and Economic Achievement.91
Figure 3.8: McDonald's Ad Featuring a Spicy Menu Item.95
Figure 4.1: Advertisement for American Family Insurance Conveying the
Importance of Home and Family.117
Figure 4.2: Nation's Largest Hispanic Consumer Markets.122
Figure 4.3: Aspects of Ads That Persuade Latino Consumers. 128
Figure 4.4: Cingular World Connect Ad Featuring Product Price. 129
Figure 4.5: Telemundo Advertisement. 132
Figure 4.6: Advertisement in People en Espanol Promoting ABC's Ugly Betty . 137
Figure 4.7: ImpreMedia Advertisement. 147
Figure 4.8: Ad Encouraging Subscriptions to People en Espanol. 150
Figure 5.1: MetLife Ad Targeting Females. 165
Figure 5.2: Ad Appearing in Black Enterprise Magazine Encouraging Blacks to Host
their Family Reunions at Doubletree Hotels. 167
Figure 5.3: Family Income by Family Type and Race of Householder. 169
Figure 5.4: General Mills Ad Promoting Their Box Tops for Education Program . 171
Figure 5.5: Ad for Vaseline Intensive Care Total Moisture Lotion Appealing to the
Black Businesswoman.174
Figure 5.6: Ad for State Farm Insurance Appealing to African American Renters . . 176
Figure 5.7: Wal-Mart Ad Promoting Its Voices of Color Film Series Saluting Black
Filmmakers during Black History Month. 185
Figure 5.8: Ad for BET that "Celebrates the Beauty of Black". 190
Figure 5.9: Ad Promoting Essence Magazine to Female Readers. 199
Figure 6.1: Ad Speaking to the Importance of Family Legacy among Asian
Consumers. 215
Figure 6.2: Western Union Promotes Its Money Transfer Service to Asian
Consumers. 217
Figure 6.3: Industries with the Most Asian-Owned Firms. 222
Figure 6.4: Asian American Buying Power Compared to the Buying Power of U.S.
States. 223
Figure 6.5: J. C. Penney Ad Promoting Huge Savings to Asian Shoppers. 226
Figure 6.6: Ad Promoting MTV Chi, Appealing to Chinese Americans. 240
Figure 6.7: Ad Promoting Giant Robot's Web Site and Stores. 245
Figure 7.1: Principles and Recommended Practices for Effective Advertising in the
American Multicultural Marketplace). 255
Figure 7.2: Advertisement for CoverGirl's Queen Collection Created by Grey
Worldwide. 257
Figure 7.3: Advertisement Promoting the Hispanic Group Advertising Agency . . . 263
Figure 7.4: Print Ad Targeting Hispanics for the National Pork Board, Created by
the San Jose Group. 268
Figure 7.5: Script for a radio spot for the National Pork Board. 268
Figure 7.6: Advertisement for Wal-Mart Created by E. Morris Communications Inc. . 270
Figure 7.7: State Farm Insurance Print Ads Targeting the Asian Community,
Created by interTrend. 272
Figure 8.1: Example of an Advertising Industry Code of Ethics. 279
Figure 8.2: Kool Cigarettes Encourage the Target Audience to "Be Authentic" . . . 284
Figure 8.3: Budweiser Ad Highlighting Support for the Hispanic Community. . 291
Figure 8.4: Tiger Woods Is a Spokesperson for American Express. 296
Figure 8.5: Asian American Featured in Print Advertisement for Windows Server . . 299
Figure 8.6: Ford Motor Company Advertisement Promoting Its Diversity Program. . 305
Figure 8.7: General Motors Sponsors Black Enterprise Entrepreneurs Conference . 307
List of Tables
Table 1.1:
Table 1.2:
Table 1.3:
Table 3.1:
Table 3.2:
Table 3.3:
Table 3.4:
Table 3.5:
Table 3.6:
Table 3.7:
Table 4.1:
Table 4.2
Table 4.3:
U.S. Population by Race and Ethnic Origin for the United States, July 1,
2004.4
Foreign-Born Population of Asian Americans.9
Age Distribution for the U.S. Population by Race and Ethnic Origin:
2004 (Percent distribution).11
How Latinos Identify Themselves.61
Instrumental and Terminal and Instrumental Values.78
Asian Americans and the Traditional Family.85
Shopping Cart Contents Vary by Ethnic Group.93
Where Ethnic Consumers Shop (Number of Trips Made Annually) . 97
Factors Influencing Where U.S.-Bom versus Foreign-Born Hispanics
Shop.97
Percentage of Women Who Are the Primary Decision Makers in the
Household.99
Top Twenty-Five Hispanic Markets (by Estimated 2006 Population). . . .112
Language Dominance by Country or Region of Origin.113
Household Type and Size.118
Table 4.4: Percentage of Households for Different Brackets of Total Income in
2002. 120
Table 4.5: Hispanic Shopping Characteristics. 123
Table 4.6: Top Fifty Advertisers in Hispanic Media by Measured U.S. Media
Spending. 126
Table 4.7: Hispanic Media Advertising Spending. 130
Table 4.8: Hispanic TV Network Viewership. 131
Table 4.9: Top Prime-Time Network TV Programs Ranked by May 2006 Ratings
among Hispanic Viewers. 133
Table 4.10: Top Spanish-Language Cable Networks. 135
Table 4.11: Top Cable TV Programs among Hispanic Viewers. 139
Table 4.12: Top U.S. Radio Formats by Age Group, with Top Five Spanish-
Language Format Breakout. 142
Table 4.13: Future Acquisitions by Hispanic Consumers; Hispanic Buying Power Is
up 161% from 1990. 143
Table 4.14: Hispanic Consumers Are Big Spenders. 143
Table 4.15: Top Twenty-Five Hispanic Newspapers by Measured Advertising
Revenue. 146
Table 4.16: Top Ten Hispanic Magazines by Circulation. 149
Table 4.17: Top Ten Hispanic Web Sites by Measured U.S. Web Ad Spending . 151
Table 4.18: Top Ten Web Properties among Hispanic Users by Language
Preference and Number of Unique Visitors. 152
Table 5.1: Geographic Concentration of African Americans by U.S. City. 159
Table 5.2: Frequency of Attending Religious Services. 162
Table 5.3: Family Size by Family Type and Race of Householder, 2002. 166
Table 5.4: Percentages of African Americans Earning Diplomas/Degrees. 173
Table 5.5: Top Ten States in Terms of African American Buying Power. 175
Table 5.6: African American Purchasing Behavior. 177
Table 5.7: Minutes per Day Spent with Media by Race/Ethnicity. 189
Table 5.8: Top Ten Programs African Americans View during Prime Time on
Network Television (Based on Ratings for the Week of October 9
through 15,2006). 192
Table 5.9: Top Twenty-Five Programs African Americans View during Prime Time
on Cable TV (Based on Ratings for the Week of October 9 through 15,
2006). 193
Table 5.10: Radio's Reach with African Americans. 195
Table 5.11: African American Radio Format Preferences. 196
Table 5.12: Demographic Profile of African American Newspaper Readers . 197
Table 5.13: Top Magazine Titles by African American Audience Composition. . . . 200
Table 6.1: Asian Americans by Top Ten Ethnicities. 208
Table 6.2: Countries of Origin by Foreign-Born Population with 500,000 or More
Immigrants in 2000. 209
Table 6.3: Top Twenty Asian American States. 210
Table 6.4: Areas of Geographic Concentration by U.S. Designated Market Areas
(DMAs). 211
Table 6.5: Marital Status of Population Aged Fifteen Years and Older for Asian and
Pacific Islanders and Non-Hispanic Whites. 213
Table 6.6: Household Size for Married Couples. 213
Table 6.7: Educational Attainment by Sex. 219
Table 6.8: Married-Couple Family Income. 220
Table 6.9: Asian Ownership of Firms by Subgroup (2002). 221
Table 6.10: Top Five States in Terms of Asian American Buying Power. 224
Table 6.11: Ranking of Food-at-Home Items by Expenditure Shares. 228
Table 6.12: Asian American Consumer Behavior. 230
Table 6.13: Top Ten Advertisers in the Asian American Market in 2002. 231
Table 6.14: English Language Capability among Various Age Groups of Asian
Americans. 233
Table 6.15: Magazine Titles by Asian American Audience Composition. 243
Table 6.16: Activity Done Online on a Daily Basisa by Race. 246
Table 7.1: Top Multicultural Agencies in 2005. 260 |
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| id | DE-604.BV022421779 |
| illustrated | Illustrated |
| index_date | 2024-07-02T17:25:54Z |
| indexdate | 2024-07-09T20:57:14Z |
| institution | BVB |
| isbn | 9780820481197 082048119X |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-015630086 |
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| physical | XXI, 328 S. Ill., graph. Darst. 230 mm x 160 mm |
| publishDate | 2008 |
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| publisher | Lang |
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| spelling | Mueller, Barbara Verfasser aut Communicating with the multicultural consumer theoretical and practical perspectives Barbara Mueller New York [u.a.] Lang 2008 XXI, 328 S. Ill., graph. Darst. 230 mm x 160 mm txt rdacontent n rdamedia nc rdacarrier Marketingtheorie / Marketingpolitik / Ethnische Gruppe / Marktsegmentierung / Werbepsychologie / USA Advertising United States Business ethics United States Market segmentation United States Minority consumers United States Multiculturalism United States Kommunikationspolitik (DE-588)4232471-3 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf Multikulturelle Gesellschaft (DE-588)4214151-5 gnd rswk-swf Marktsegmentierung (DE-588)4037644-8 gnd rswk-swf Marktkommunikation (DE-588)4131075-5 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Zielgruppe (DE-588)4117714-9 gnd rswk-swf Verbraucher (DE-588)4062632-5 gnd rswk-swf Kulturelle Identität (DE-588)4033542-2 gnd rswk-swf USA USA (DE-588)4078704-7 gnd rswk-swf USA (DE-588)4078704-7 g Multikulturelle Gesellschaft (DE-588)4214151-5 s Marktsegmentierung (DE-588)4037644-8 s Zielgruppe (DE-588)4117714-9 s Marketing (DE-588)4037589-4 s Kommunikationspolitik (DE-588)4232471-3 s DE-188 Verbraucher (DE-588)4062632-5 s Kulturelle Identität (DE-588)4033542-2 s Unternehmen (DE-588)4061963-1 s Marktkommunikation (DE-588)4131075-5 s HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015630086&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Mueller, Barbara Communicating with the multicultural consumer theoretical and practical perspectives Marketingtheorie / Marketingpolitik / Ethnische Gruppe / Marktsegmentierung / Werbepsychologie / USA Advertising United States Business ethics United States Market segmentation United States Minority consumers United States Multiculturalism United States Kommunikationspolitik (DE-588)4232471-3 gnd Unternehmen (DE-588)4061963-1 gnd Multikulturelle Gesellschaft (DE-588)4214151-5 gnd Marktsegmentierung (DE-588)4037644-8 gnd Marktkommunikation (DE-588)4131075-5 gnd Marketing (DE-588)4037589-4 gnd Zielgruppe (DE-588)4117714-9 gnd Verbraucher (DE-588)4062632-5 gnd Kulturelle Identität (DE-588)4033542-2 gnd |
| subject_GND | (DE-588)4232471-3 (DE-588)4061963-1 (DE-588)4214151-5 (DE-588)4037644-8 (DE-588)4131075-5 (DE-588)4037589-4 (DE-588)4117714-9 (DE-588)4062632-5 (DE-588)4033542-2 (DE-588)4078704-7 |
| title | Communicating with the multicultural consumer theoretical and practical perspectives |
| title_auth | Communicating with the multicultural consumer theoretical and practical perspectives |
| title_exact_search | Communicating with the multicultural consumer theoretical and practical perspectives |
| title_exact_search_txtP | Communicating with the multicultural consumer theoretical and practical perspectives |
| title_full | Communicating with the multicultural consumer theoretical and practical perspectives Barbara Mueller |
| title_fullStr | Communicating with the multicultural consumer theoretical and practical perspectives Barbara Mueller |
| title_full_unstemmed | Communicating with the multicultural consumer theoretical and practical perspectives Barbara Mueller |
| title_short | Communicating with the multicultural consumer |
| title_sort | communicating with the multicultural consumer theoretical and practical perspectives |
| title_sub | theoretical and practical perspectives |
| topic | Marketingtheorie / Marketingpolitik / Ethnische Gruppe / Marktsegmentierung / Werbepsychologie / USA Advertising United States Business ethics United States Market segmentation United States Minority consumers United States Multiculturalism United States Kommunikationspolitik (DE-588)4232471-3 gnd Unternehmen (DE-588)4061963-1 gnd Multikulturelle Gesellschaft (DE-588)4214151-5 gnd Marktsegmentierung (DE-588)4037644-8 gnd Marktkommunikation (DE-588)4131075-5 gnd Marketing (DE-588)4037589-4 gnd Zielgruppe (DE-588)4117714-9 gnd Verbraucher (DE-588)4062632-5 gnd Kulturelle Identität (DE-588)4033542-2 gnd |
| topic_facet | Marketingtheorie / Marketingpolitik / Ethnische Gruppe / Marktsegmentierung / Werbepsychologie / USA Advertising United States Business ethics United States Market segmentation United States Minority consumers United States Multiculturalism United States Kommunikationspolitik Unternehmen Multikulturelle Gesellschaft Marktsegmentierung Marktkommunikation Marketing Zielgruppe Verbraucher Kulturelle Identität USA |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015630086&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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