The reason behind this situation consists in the fact that minorities groups are reporting continuous growth and development. Their needs expand also, and so does their power.
Immigration increases all over the world. This leads to demographics modifications, which are estimated to become quite significant in the following periods of time. All these factors require adaptation from marketing techniques in all its aspects.
When discussing the issue of target marketing, especially where minorities are concerned, everyone thinks about whether it is ethical towards the minority in case. But one should also focus attention on the non-target groups, which basically represent the majority. It seems that favorable target market effects are more significant for members of distinctive groups, like ethnic minorities, while unfavorable non-target market effects are more significant for members of the majority (Aaker et al., 2000).
It is expected that minority marketing will develop in the following periods of time, given...
The implementation of the technique does no imply that marketing costs will significantly increase compared to addressing a larger audience. But the effects will definitely be more identifiable and quantifiable. Such a technique could also prove to be determinant for the success of the marketing campaign in case.
Reference list:
1. Bady, S. (1999). Multicultural marketing (targeting immigrants and minorities). Professional Builder. Retrieved June 14, 2009 from http://findarticles.com/p/articles/mi_hb3374/is_199903/ai_n13110457/.
2. Aacker, J.L. et al. (2000). Nontarget Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes. Journal of Consumer Psychology. Retrieved June 14, 2009 from http://www.jstor.org/pss/1480407.
3. Pineda, J. (2003). Minority marketing outreach. Washington Business Journal. Retrieved June 14, 2009 from http://washington.bizjournals.com/washington/stories/2003/09/29/smallb3.html.
