Universidad Tecnológica de El Salvador
Multicultural Intelligence
Book

Multicultural Intelligence

Eight Make-or-Break Rules for Marketing to Race, Ethnicity, and Sexual Orientation

David R. Morse
Paramount Market Publishing, 2009
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Recommendation

The United States is made up of people who cherish their unique histories and identities as members of distinct ethnic groups, religions, cultures and communities. This poses a challenge to marketers. How do you get your message across to so many different kinds of people, some of whom don’t even speak your language? David R. Morse, an expert in multicultural marketing, examines America’s major population segments: Hispanics, African-Americans, Asian-Americans, and members of the lesbian, gay, bisexual and transgender (LGBT) community. He points out how these market segments differ from the mainstream, explains variations within individual segments, and highlights their shopping patterns, demographics and product preferences. Then he lists eight rules for marketing to these audiences. getAbstract considers this book a must-read for marketers and anyone who wants to understand how color, ethnicity and sexual preference influence buying behavior.

Summary

Why Multicultural Marketing?

People often use the phrase “melting pot” to describe the United States. Wave after wave of immigrants arrive, assimilate and, after a few generations, become part of the country’s fabric. But is “melting pot” still an accurate term? Social historians now prefer the phrase “salad bowl” to describe America’s inhabitants. Today’s minority groups want to keep their ethnic identities and are proud of their cultural histories. They want to blend in, but not lose who they are.

What does this mean for marketers who target multicultural audiences? Mainstream marketing is not always an effective way to reach diverse audience segments, due to their language differences, unique buying preferences and social distinctions.

The Caucasian population of America is aging, while the nation’s huge numbers of Asians and Hispanics are building growing communities. As this “browning of America” continues, some predict that by midcentury white Americans will constitute less than half the population. Moreover, in 2007, Hispanic-, Asian- and African-Americans wielded more than $2 trillion in purchasing power.

Marketing to different cultures gained momentum...

About the Author

David R. Morse is president and CEO of a company that specializes in multicultural marketing. He writes and speaks frequently on this subject.

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