MKT 3401 Chapter : Marketing1 Ch. 3,4,6
Document Summary
Chapter 3-page 37 on: growing ethnic markets. Hispanics are america"s largest minority group (14. 4% of population), followed by african americans (13. 4%), and asian americans (4. 9%) Companies have recognized that diversity can result in bottom-line benefits. Diversity is emerging as a priority goal for leaders: marketing to hispanic americans (hispanic refers to mexican descendants, Puerto ricans, central americans, dominicans, south americans, and. Southeast, the upper midwest, and the west: multiethnic counties are most prominent in california and the southwest, with mixes of asians and hispanics, or hispanics and native americans. A marketer who knows where the money is knows where the markets are: credit gives middle and lower income consumers the financial flexibility that only the rich used to enjoy. It aims to confirm an existing theory or to learn more about a concept of phenomenon: applied research-attempts to develop new or improved products.
