Usa - Cultural Diversity

Topics: Culture, Marketing, Ethnic group Pages: 10 (3161 words) Published: April 24, 2013
Contemporary U.S. markets are becoming more ethnically diverse with more distinctive cultural values and customs among various ethnic groups. According to 2002 Census Briefs, ethnic consumers comprise nearly 30 percent of the U.S. population. This surge of ethnic population is creating enormous marketing opportunities with greater purchasing power among the ethnic markets. Accordingly, U.S. marketers are making every effort to entice these lucrative ethnic markets by developing effective marketing strategies. People tend to live within their cultural boundaries, and cultural diversity in the U.S. significantly affects how ethnic consumers perceive and process advertising messages. According to key cultural theories (distinctiveness theory and accommodation theory), ethnic audiences feel more affinity for culturally accommodating messages and respond more favorably to culturally targeted ads. In this vein, U.S. marketers are trying to develop the most effective marketing strategies to appeal to these emerging ethnic consumers. To prepare for the complex multicultural marketplace, U.S. marketers should build cultural adaptability and understanding and establish insights about the cultural factors they use in comparative marketing analysis for these ethnic groups. Statistics

The following information is estimation as actual statistics constantly vary. According to the CIA, the following is the percentage of followers of different religions in the United States: * Christian: (80.2%)

* Protestant (51.3%)
* Roman Catholic (23.9%)
* Mormon (1.7%)
* Other Christian (1.6%)
* Remainder of Christians (1.7%)
* Unaffiliated (12.1%)
* Atheist (4%)
* Other/Unspecified (2.5%)
* Jewish (1.7%)
* Buddhist (0.7%)
* Muslim (0.6%)

America is ultimately a nation of immigrants and as a result is a cultural mish-mash in every sense of the word. Not only is the country populated by people from foreign countries but all Americans in one way or another trace their ancestry back to another culture, whether Irish, German, Italian or Scottish. Looking around any major city one will notice the ‘melting-pot’ that it is. Ethnic Make-up: white 81.7%, black 12.9%, Asian 4.2%, Amerindian and Alaska native 1%, native Hawaiian and other Pacific islander 0.2% (2003 est.) 

Religions: Protestant 52%, Roman Catholic 24%, Mormon 2%, Jewish 1%, Muslim 1%, other 10%, none 10% (2002 est.) The United States is a diverse country, racially and ethnically.[1] Six races are officially recognized: White, American Indian and Alaska Native, Asian, Black or African American, Native Hawaiian and Other Pacific Islander, The United States Census Bureau also classifies Americans as "Hispanic or Latino" and "Not Hispanic or Latino", which identifies Hispanic and Latino Americans as a racially diverse ethnicity that composes the largest minority group in the nation Popular culture

The United States is known around the world for the films, shows, and musical performances that it produces. The biggest centers of popular American culture are New York City, Los Angeles, Chicago, Florida, and Las Vegas. Smaller venues such as Branson, Missouri and Nashville have become popular, but most cities host travelling productions of popular Broadway shows. Due to continuous immigration and growth of minority population, the U.S. bears a resemblance to a microcosm of the world, characterized by diverse ethnic subcultures (Doka 1996). Therefore, many people believe America is no longer a “melting pot,” but is a “salad bowl” with distinctive subcultures within the nation. The successful development of an effective communication campaign should begin with an in-depth understanding of cross-cultural differences in socio-cultural values and behaviors. Culture and advertisement:

Advertising is believed to act as a mirror reflecting culture by transferring current cultural meanings (McCracken 1986). In other...
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