mkt 325 Invisible market

mkt 325 Invisible market - Jan Taylor MKT325 Group 4 The...

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Jan Taylor MKT325 Group 4 The Invisible Market 1. Do we need to target this sub-culture separately from our other target markets? The Asian sub-culture shares a variety of similarities with other target markets. Similar to the other two dominant emerging sub-cultures in the United States, Hispanics and African-Americans, all three value food, music, religion, and strong bonds between family and friends. One problem that arises with the Asian sub-culture and targeting it separately is even within this group, there are over 17 major Asian groups, each having its own language and customs. Overall, depending on the product or service, would determine if an organization would have to target this group separately. There are many similarities shared with other sub-cultures, but also significant diversity that can’t be ignored within the Asian-American market. 2. Do we want to target this group separately? Asian-Americans represent 4% of the US population. This percentage alone may seem miniscule in comparison to other sub-cultures. However, their compared spending power is 397 billion dollars a year,
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This document was uploaded on 10/26/2011 for the course MKT 325 at Miami University.

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mkt 325 Invisible market - Jan Taylor MKT325 Group 4 The...

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