Multicultural Marketing
Lecture 2
Multicultural Marketing
In 1965 the end of preferential quotas for European Americans. Immigration Reform Bill.
In the 1960s there were movements by various groups that were traditionally oppressed or marginalized for full inclusion.
There were also counterculture movements.
This also had an impact on European Americans who had in the past turned away from their roots. Began also to take pride in their ethnicity.
The 1970s mark the end of mass marketing and the development of modern consumer capitalism.
Think of the ads and the tv shows of the 1950s. There was one type of family. The Protestant white American family. Male was the breadwinner. Kids were obedient.
Age of mass marketing. Everyone wanted to be like other Americans.
Levittown – a planned community in Long Island. Many such places all over the country. Each house is the same, same yard, same cars in the garage. Dads all looked the same. This is of course an exaggeration. It was a middle class life but more and more people lived this lifestyle. Economy was expanding.
60s
less than 11% of the population nonwhite.
Average age lived to 69
3 national tv networks
less than 5% of GNP comes from international trade or investment. An inward focus.
Melting pot, fitting in, conformity – an ideal
Consumer capitalism – provides what the market demands. Different orientation.
In the global marketplace, national boundaries are erased. People in some ways become more similar.
Individualistic vs. collective orientation.
Buying brands an expression of personal identity.
A move from mass to segmented marketing. Emergence of ethnic markets.
Targeting – using communication styles of the group you are interested in reaching.
U.S. Latinos or Hispanic Americans (Mexican Americans, Cuban Americans)
African Americans or Black. Caribbean Americans (Jamaican Americans, Haitian Americans)
Asian Americans (Chinese Americans, Japanese
Multicultural Marketing
In 1965 the end of preferential quotas for European Americans. Immigration Reform Bill.
In the 1960s there were movements by various groups that were traditionally oppressed or marginalized for full inclusion.
There were also counterculture movements.
This also had an impact on European Americans who had in the past turned away from their roots. Began also to take pride in their ethnicity.
The 1970s mark the end of mass marketing and the development of modern consumer capitalism.
Think of the ads and the tv shows of the 1950s. There was one type of family. The Protestant white American family. Male was the breadwinner. Kids were obedient.
Age of mass marketing. Everyone wanted to be like other Americans.
Levittown – a planned community in Long Island. Many such places all over the country. Each house is the same, same yard, same cars in the garage. Dads all looked the same. This is of course an exaggeration. It was a middle class life but more and more people lived this lifestyle. Economy was expanding.
60s
less than 11% of the population nonwhite.
Average age lived to 69
3 national tv networks
less than 5% of GNP comes from international trade or investment. An inward focus.
Melting pot, fitting in, conformity – an ideal
Consumer capitalism – provides what the market demands. Different orientation.
In the global marketplace, national boundaries are erased. People in some ways become more similar.
Individualistic vs. collective orientation.
Buying brands an expression of personal identity.
A move from mass to segmented marketing. Emergence of ethnic markets.
Targeting – using communication styles of the group you are interested in reaching.
U.S. Latinos or Hispanic Americans (Mexican Americans, Cuban Americans)
African Americans or Black. Caribbean Americans (Jamaican Americans, Haitian Americans)
Asian Americans (Chinese Americans, Japanese