Minority Marketing

There ar various environmental factors that must be considered in the designing of the selling strategy. The microenvironment, as part of the companys merchandising environment, consists of factors that directly invasion the company and its ability to serve. The macroenvironment, on the other hand, includes the larger societal and ethnical forces that affect the microenvironment (Multi ethnical Marketing).Another survive for minority trade is multicultural selling, which entails confabulation with diverse civilizations or market segments that belong to diverse backgrounds as easily as settings. Cultures determine how members of society think, feel, and act (Haralambos and Holborn, 1995). Hence, culture also determines the tastes of mass in products that they would actually purchase.As a matter of fact, cultural determine of a society are reflected in the members views of musical arrangements, products, services, and other environmental entities. Therefore, it is all imp ortant(p) for a company planning to market to minorities to gain an cause of the culture of the minorities in question. Only by understanding the culture and values of the minorities whitethorn the transcription be able to provide its targeted consumers with the products and services they would eventually buy. by means of advertising and public relations with segmented media, an organization may tally into contact with any diverse group that it fatalitys to target through its marketing strategy. By placing an ad or article in the language of a minority group, the company may easily get its message across. Experts doom that it makes very good business sense to include the people of color, diverse age groups, genders, in addition to people with disabilities, in advertisements as come up as other marketing materials. This strategy allows for powerful, nonverbal communication which goes ambiguous into the mind of the consumer (Multicultural Marketing).It is also essential for or ganizations to take into account the meaning of differing cultural universes (Dr. Michael Hurd). As an example, the American Motor Corporation named its product, the Matador, only to realize afterward that to Puerto Ricans, the word means killer. Another example revealing the significance of understanding cultural universes has to do with ethics.In this case, a 30-second advertising spot be to be an expensive error on the part of Doubletree Hotels Corporation, seeing that it was deemed as offensive to the Arab community, portraying the staff of the hotel wearing Arab-style clothing and bowing to guests. This ad segment was interpreted as the staff worshipping or imploring visitors. As the majority of Arabs worship the one true God, the ad was seen to sarcasm them (International work customs).Organizations cannot assume that all people of the nation would take over the same cultural values. Rather, it is ethical to take into account the societal and religious practices as whol esome as beliefs of the people that the organization targets in its marketing strategy as potential customers. After all, the marketing mix is meant to converge customers. Therefore, it is of the essence for the organization to analyze the what, where, when, and how of consumer behavior. The social factor is very important in the consumers decision to make a purchase. This factor is influenced by opinion leaders, the consumers family, reference groups, culture and social class.Understanding different cultures helps an organization to uprise that which a particular market segment demands. Given that Chinese Americans have a strong preference for communicating in their native language, a company that wants to target Chinese Americans maywant to write the name of its product on marketing literature in both side and Chinese. According to search, the Hispanics too have a preference to communicate in their own language. Sixty eight percent of Hispanics in Houston indicated that they pr efer to sop up Spanish language television. Hence, an organization that wants to target Hispanic Americans may want to spend more of its marketing funds on ads that would be transmit on Spanish language television (Qaddumi, 1999).Back in 1998, research further revealed that given the Chinese emphasis on new technology, at least 72.1% of Chinese American families have access to computes and at least 53% have access to the Internet. Hence, it is easy to target Chinese American consumers through Internet marketing (Chinese American, 1998). What is more, a majority of Hispanic Americans indicated that pabulum coupons had a great influence on their purchasing decisions.Once again, marketing research based on minorities as the target consumers of an organization, can work wonders for the organization. Every minority group has differing needs with relevance to its cultural practices. An organization that includes ethical considerations with special reference to minority groups, is more likely to satisfy its target consumers with its marketing approach, seeing that this organization is not bound to ridicule its consumers instead of pleasing them.One very successful organization targeting minorities through its media campaigns is sou-west Airlines. The fourth largest major airline in the United States curiously targets African Americans as well as Hispanics. The result? Today, Southwest Airlines is a model organization that everybody would like to study in terms of marketing strategy.ReferencesChinese American Social Behavior Index. (1998, Jan 24). Asian Trends. Online. Internet. 26 Jul. 2001.Churchill, Richard. (2001, April 2). Southwest Airlines Powering a Sales Liftoff Southwest Airlines Co. advertising targets African-Americans. Brandweek. Dr. Michael Hurd on Effective Therapy. Dr. Hurds Website. Online. Internet. 25 Jul. 2001. Haralambos, Michael, and Holborn, Martin. (1995). SociologyThemes and Perspectives. 4th ed. London Collins Educational. International Business Customs Eglobal Greetings. Online. Internet. 21 Jun. 2001. 6. Multicultural Marketing. About the Human Internet. Online. Internet. 25 Jul. 2001.7. Qaddumi, Thora. (1999, September 15). invasion Houston Hispanic market is ripe for Marketing. Houston Business Journal. Online. Internet. 25 Jul. 2001.