Module 8 - Marketing in a Diverse Marketplace
In the Spotlight
Figure 8.1 Diversity marketing is an adaptation strategy in which companies tailor their mark...
8.1 Strategic Marketing: Standardization versus Adaptation
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define marketing stand...
8.2 Diversity and Inclusion Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define diversity marke...
8.3 Multicultural Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define culture. 2 Exp...
8.4 Marketing to Hispanic, Black, and Asian Consumers
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe the Hispanic,...
8.5 Marketing to Sociodemographic Groups
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define sociodemographi...
8.6 Ethical Issues in Diversity Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify the ethical i...
Chapter Summary
Marketing reflects an organization’s ethics and values as it communicates, especially with curren...
Key Terms
acculturation the process by which a person’s family cultural patterns change because of direct ...
Applied Marketing Knowledge: Discussion Questions
1. The Special Olympics offers businesses the opportunity to sponsor local, regional, natio...
Critical Thinking Exercises
1. Like Nike’s marketing adaptation with “Nike by You,” other retailers offer customers ind...
Building Your Personal Brand
Students who are building their résumés have always been encouraged to set themselves apart from ...
What Do Marketers Do?
Relatively few recent marketing graduates think about entering the nonprofit arena. Some of the k...
Closing Company Case
Lineout If 50 is the new 30, most 50-year-olds want to look 30. Consumers in their twenties wa...
References
1. Procter & Gamble, A Common Goal Drives Our Aspirations: P&G and the Hispanic Community, ...