Multi-Cultural Marketing in the United States.



Abstract

The emergence of immigrants in the United States has lead to settlement of people of diverse settlement backgrounds in the country. Hence it has made the market more diverse in terms of what the consumers prefer in accordance with their cultural backgrounds. This is a big opportunity for the marketers to develop communications and marketing strategies that appeal to the ethnic minorities. This paper examines the trends that the market is going through in with regards to multicultural marketing and how marketer can develop an understanding of these unique customers and reach out to them with their strategies.

Table of Contents

Abstract1

Introduction3

Information on Ethnic Markets3

Relation of Advertising and Culture4

Theories of Multicultural Marketing5

Distinctiveness Theory5

Speech Accommodation Theory6

Multi-Cultural Marketing in the United States6

Multi- Cultural Marketing Strategies9

Effect of Cultural Affinity and Acculturation on Multi-Cultural Marketing10

Conclusion12

References13

Introduction

Inter cultural marketing refers to the distinct cultural explorations and cross connection of brands in a personal and meaningful way. The United States has experiences immigration and growth of communities in the recent years. The change in population trends has led to the emergence of many population sub-groups. Ethnic diversity is a continuous process, with unique values, norms and behaviors. Marketing in the United States has become complicated and requires more in-depth analysis of cultures. In order to reach out to this segment of the market, effective target marketing is required with advertising campaigns that are more culture specific. For developing a successful campaign, there is a need to understand the differences in cultures and social values of different ethnic groups. The detailed study of sub-cultural differences assists marketers in developing the communication and marketing strategies. The planning process helps in identifying key considerations to be taken into account when differences in attitudes and behaviors have been identified. Multi Cultural Marketing is similar to Global Marketing as the marketer in both the cases has to adjust the campaign in accordance with the culture of that country. The general view In the United States is that the immigrants from around the world have adapted to the culture of the United States through assimilation and do not need to be segmented. The immigrants do adapt to the American culture, but there are certain values and norms that certain cultures possess. These values cannot be substituted by any other means, the level of cultural acceptance and adaptability varies amongst different groups.

Information on Ethnic Markets

The United States has a growing number of ethnicities that represent a unique culture. The growth is combined with the changes in demographics, technology, social and cultural factors, and media. The ethnic consumers of the United States comprise nearly 25 percent of the total population and are expected to touch 47.2 percent by the year 2050. According to the Census Bureau of United States (2011) 63.4 percent of the total population consisted of non-Hispanic whites, 16.7 consisted of Hispanic or Latino origin, 13.1 percent of African Americans and 5 percent of Asian Americans. In subsequent years, the ethnic groups could become the ...