...The Three Largest Minority Target Markets: Hispanic, African and Asian Americans I. Hispanic Americans Population A. Total amount in the U.S.: There is 53 million Hispanic Americans living throughout the U.S. B. Percentage of total U.S. population: The Hispanic population contributes to 17% of the overall U.S. population C. Rate of growth: The growth rate of Hispanic Americans is 2.2%. D. Average household size: The average household size of Hispanics consists of 3.53. E. Average Age: 36.8 (Marketing Chart Staff) F. Percentage with college degrees: There are nearly 13.2% of Hispanic Americans with college degrees. G. Average/Median income level: $38,624 H. Geographic location: California, Florida, and Texas I. Most popular brands that are purchased: “Android, Apple and Blackberry” (Top 10 Hispanics & Mobile Facts – Infographic & Study) J. Specific products that are purchased the most: Mobile devices and tablets 1.) “56% Hispanics vs. 33% Non-Hispanics – shop mobile with a phone” (Glenn Llopis) 2.) “43% Hispanics vs. 25% Non-Hispanics – shop with a tablet” (Glenn Llopis) K. Best media method to use: Advertising through radio, billboards and infomercials that are translated and related to the Hispanic population. II. African Americans Population A. Total amount in the U.S.: The second largest minority group is African Americans; there are nearly 43.9 million individuals. B. Percentage of total U.S. population: African Americans compose 18.4% of the entire U.S...
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...Blair, Lauri Journal #3 African-American Consumers and the Economic March 30, 2010 202-07 Dr.Ferdnance 1) Create a detailed consumer profile of the average African-American household. Find the average income, wealth, and primary purchases of the African-American household. Compare and contrast the consumption pattern of the African-American with European, Asian, and Hispanic Americans. African-American household Average income- $37,150 Wealth- $6,000 White Household Average income- $55,463 Wealth- $88,000 Comparing African American households to European, Asian and Hispanic Americans, African Americans have the lowest income. Second of all, in response to a lower income theoretically one would think that African Americans would save more and spend less and begin to invest, yet in response to poor financially education, and decisions African Americans spend more than any other race on materialistic things. African Americans spend a large amount and above any other races median in clothing, video game hardware, pc software and shoes. African Americans have been found to be very brand loyal to body soap, sneakers, potato chips, soda, hair products, and cookies and nail polish. African-American/Black Market profile found that African Americans are very persuaded through marketing, such as commercials, music videos, radios, and locals ads to buying cars, car accessories, communication gadgets and cosmetic products, and theses products are not being differentiated...
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...dispose of goods and services, in satisfaction of their needs and wants. People with different ethnicity backgrounds tend to buy things a little bit differently than others. Trying to figure out what they want, how they want and where they want is what marketers sometimes have difficulties deciding. The different ethnicities in the U.S. that would be covered include: Caucasian Americans, African Americans, Hispanics, Asians, and Indians. “The U.S. population is highly ethnically and racially diverse. As of the 2010 Census, the U.S. population was 63.7% White, 12.2% African American and 16.3% Hispanic” (Akcay 2012). Going into detail on how these ethnicities make their purchase decision and comparing them would be the main purpose of this research. Why do people buy the things that they buy, is one question that many marketers try to figure out? “Ethnicity involves the social construction of origin as the basis for determining the community or collective and may be based upon a combination of history, territory, culture or physiognomic grounds” (Anthias 1992). There are so many people that are in these markets it is difficult to concentrate on just one type of ethnicity. There are things that some cultures don’t really need. For...
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...founding of our country, the American way of life has, and continues to be, hypocritical to the first lines of the Declaration of Independence. “That all men are created equal.” The lines that every American should hold dear to the heart, and many even lose their lives to uphold. America has seen many times of economic downturn, and economic prosperity. Though for African Americans; economics has been consistently been a downturn. The opportunity to play a role in, and to enjoy economic prosperity has always been an uphill battle for these groups. Racial inequality in America has always been inconsistent with equal opportunity in the job market. Which ultimately means that groups such as African Americans have always been deprived of their equal rights to fairly compete for jobs. Because the level of playing field is heavily shifted against minority groups and woman, there will always be high unemployment for these groups. What people tend to forget to realize is that this disparity in equal opportunity hurts the overall economy. When the nations employers deprive particular groups of economic opportunity, unemployment rises, and when unemployment rises, the poverty level will also rise. This is especially true for the case of African American. As we will see, African Americans fall below Caucasians in median income, and above Caucasians in poverty. We will also see a long history of inequalities towards African Americans in the Housing market. Comparative Median Income ...
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...Lauren Gerichs Channel and Pricing Strategies Introduction Our company, LMA, Inc., introduced earlier for our home country and product offering, South Africa and organic black hair care products; launched to improve the totality of hair care among the citizens of the South African country. The company’s advent of hair care products in this country was based on the needs and wants of a country deprived of fully understanding the influence special hair aids would have on their particular hair types. In this paper, LMA will launch a modified section of our product that will include a wider audience, (located in a different country) and additional hair aids. This paper will also discuss channel and pricing strategies for our international and domestic product launch; justify our chose domestic market, its sustainability and the factors involved that influenced our selection. Next, LMA will select an appropriate channel strategy and justify the selection and will include a pricing strategy for entering both the domestic and international markets. Following, will be an evaluation of the implications of changing environmental factors on organizational choices for our selected country and international market, addressing government, economic, innovation and technology, and social and demographic functionalities. Country Selection and Justification For LMA’s second product offering, it has chosen to launch an expanded hair care line in the United States. Although our company is...
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...Phoenix Instructor: Jim Dowding October 03, 2010 Racial and Ethnic Groups African American is the ethnic group to which I belong, it was difficult to determine if African Americans were colonized or immigrated to the United States. Although, this ethnic group were not given a choice to the situation my answer would lean toward immigrated by force. The country where my ancestors originated from was Africa. They were brought to the United States by Europeans to be slaves. This ethnic group faced prejudice, segregation, and racism. African Americans face prejudice because the color of their skin. African Americans also faced segregation into which they were not allowed to vote, sit anywhere on the bus, they had to sit at the back of the bus, they were not allowed to eat inside of restaurants with White people, they were not allowed to use the same restrooms as a White person, or drink from the same water fountain as a White person, nor were African Americans able to attend school with White people. As for racism in the United States African Americans face racism as a form of racial profiling. According to Fredrickson and Siljander (2002) “define racial profiling as an act of enforcement by police officers that are more motivated by racial bias of any reasonable suspicion or probable cause that may exist under the circumstances. It is also referred to as the practice of targeting African Americans for traffic stops because the officer(s) seem to believe that blacks are more...
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...Ethnic Groups and Discrimination Thomas J. Miller III ETH125 August 23, 2010 Maria Kithcart Ethnic Groups and Discrimination Most African Americans are descendants of Africans that were enslaved by Europeans and American slave traders. Slave markets used in Africa to sell prisoners of war by African states. The Europeans used these slave markets to exploit and expand the shipment of slaves to the New World or America. Some ancestors immigrated to the United States from the Caribbean. The first group of African slaves was brought to the United States in 1619 (Slavery, 2003). These slaves were labeled indentured servants, which are workers under contract to an employer in exchange for their lodging, food, and clothes. Most of the colonists used the Blacks on plantations because other groups did not want to work on them and the Blacks were easier to control. All colonies eventually legalized slavery passing laws that would keep the slaves and their children for life. During the Revolutionary War, slaves and free slaves were allowed to fight against the British. After the Americans, won their independence from British tyranny, the Declaration of Independence was signed July 4, 1776 (Slavery, 2003) declaring, “All men are created equal.” Many people in the northern states influenced by the Revolutionary War and began abolishing slavery in the North. The southern states wanted to keep slavery to fuel the South economy through the production from the cotton fields...
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...positioning is necessary to reach the appropriate market segment. According to Peter & Olson (2008) ” market segmentation as the process of dividing a market into groups of similar consumers and selecting the most appropriate group(s) and individuals for the firm to serve” (p. 369). TRIAAD Research Group has been tasked with marketing flavored cigarettes to European and other international markets for the Exotic Smokes Cigarette Company. To build a consistent brand message across all markets, TRIAAD will use a standardized marketing approach. TRIAAD will have to use different market strategies to market flavored cigarettes within the different subcultures. Subcultures are “cultural subgroups differentiated by status, ethnic background, residence, religion or other factors that functionally unify the group and act collectively on each member” (“The Free Dictionary”, 2013). This paper will provide the market strategies used to market flavored cigarettes to the subcultures of African American, Hispanic, and Asian. African American The marketing strategies that would be used to market flavored cigarettes within the African American should first start with the brand name. The brand name should be printed in languages like Gullah and Creole. Further the pricing of the cigarettes have to be lower than normal cigarettes the distribution should take place in the areas of African Americans in Louisiana and Georgia. The African American vernacular English should be used for printed...
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...element regarding opportunities for people of African descent. The question of whether this has changed presently is ambiguous. America has certainly evolved from a place of slavery and segregation to the self-proclaimed “Land of Opportunities” offering equal rights and prospects to all, yet there are still signs of inequality within the social construct of the nation. If one were to take a look at the American work field, they would notice the differences in positions acquired by African-Americans and Caucasians. African-Americans typically work minimum-wage jobs, living paycheck to paycheck and if they are fortunate enough to acquire an adequate paying job; their employers are Caucasians who usually own the major businesses and corporations. This inevitable conflict has emerged from America’s past history of unfair and unequal treatment of people of color. The American society has not completely eradicated the problem with racial discrimination and inequality within the workforce which has created the growing wealth gap. In the United States, issues of race and class are tied to together like a chain of DNA; one cannot address the issue of class without referring to the demographics of race. The methodology of determining the variations in social class was established in the mid-1960s and has not changed in the most latter years. Within the time span, there have been many studies conducted that reveals the bases of how the American society classifies people into social groups...
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...Despite being one of the wealthiest nations, it is alarming the number of African-Americans who go hungry on a daily basis. According to Eric Mitchell, director of government relations at Bread for the World, African Americans suffer from some of the highest rates of hunger and poverty in the country as the lack of jobs that pay fair wages, prevents people of color from moving out of poverty and the recession. (“African-Americans Disproportionately,” 2015). There has been a sudden increase in unemployment and a shocking loss of income since the recession. A wide range of economic data taken before the recession shows that the result of the labor market for blacks was far worse than for whites. (“The State of Working Americans,” 2015). More specifically, research states that of the 104 U.S. counties with a majority black population, 92 percent of these counties also record high food insecurity rates. (Workneh, 2013) In 2013, the median income for African-Americans was $24,864, lower than for all Americans and poverty is the contributing factor that affects nearly three out of ten African-Americans or nearly twice the average rate for the general population. (“African-Americans Disproportionately,” 2015). The crisis is increased by the effects of mass incarceration as African-Americans form nearly half of the total prison population in the country. This makes it extremely difficult for one to provide for their families and many are denied access to programs such as SNAP (Supplemental...
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...Case Study 1- Jenson Shoes The story begins with an African-American man named Lyndon Brooks, an employee at Jensen Shoes. Recent trends have identified a shortcoming in the company’s casual wear department. Brooks is therefore reassigned under the leadership of Jane Kravitz, much to his dismay. Several strategic objectives are formed to handle this shortcoming. Of these, two of the strategic objectives were assigned to Brooks, the Latino and African American markets. He was given a four month period to complete both objectives. According to a report pertaining to Brooks’ thoughts and impressions, he felt as if both the time allotted and the quality of manpower assigned to these two tasks were unreasonably lacking. Therefore the completion of both strategic objectives within the given timeframe to Brooks was infeasible. After several heated discussions between Brooks and Kravitz, Jane agreed to reassign the African-American strategic objective leaving only the Latino vertical markets to Brooks. Identifying the problem: Brooks vs. Jensen Shoes An important aspect to remember is that this case may contain a slight bias due to the fact that it is represented through merely Brooks’ perspective. Lyndon Brooks, a well educated Sociology graduate, is assigned to work under Jane Kravitz, manager of casual wear at Jenson Shoes. We see from analyzing the given report that Brooks had expressed disdain from the beginning. Initially assigned as a “Product Promotions Manager,” Brooks had...
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...1.06 Assessment Explain how freedoms for African Americans were socially, politically, and economically limited from 1865 to 1900? Even after the 14th Amendment was ratified, African Americans still faced a large amount of segregation and discrimination all around the country. African Americans faced many social limitations. They were not allowed to serve on juries, not allowed to testify in court against whites, not allowed to marry whites, and also not allowed to travel without certain permits to allow travel. African Americans were able to be arrested if they were unemployed, poor, or even for having a lack of money or a home. Many political issues also affected African Americans. Although the 13th Amendment and the 14th Amendment were passed, this didn’t stop states from making black codes. The South made a requirement for African Americans to take literacy tests to be able to vote. This also leads into many other segregation laws and discrimination laws. Due to these new laws in the South, many African Americans were out of luck when it came for looking for new jobs. Of course, many of them did not want to return to plantations, as many of them would still be under the same conditions with or without slavery laws. Even though African Americans had a very hard time finding new jobs in other places of the country, it still lead to many, many banks and businesses going out of business due to African Americans not working under slavery. Debts from the Federal Government...
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...and the Changing Culture of the Male Market Journal of Macromarketing 33(2) 160-171 ª The Author(s) 2012 Reprints and permission: sagepub.com/journalsPermissions.nav DOI: 10.1177/0276146712463823 jmk.sagepub.com Blaine J. Branchik1 and Tilottama Ghosh Chowdhury1 Abstract This research chronicles the changes in the understudied and rapidly evolving male market segment using two related studies: (1) a content analysis of advertisements in fifty-one years of Sports Illustrated magazine and (2) an experiment involving age-based differences in consumer ad perceptions. Both investigate changing ad values and the ethnic diversity of ad models. Results indicate that the male market is becoming increasingly self-oriented in its values orientation as a result of broad societal changes and changing gender roles. Increasing use of black or African American models in key positions indicates a growing acceptance of minorities as representations of the ideal self among younger men, who express a preference for black or African American models. This finding speaks to the increasingly multicultural nature of society and the impact of minority celebrities on American culture. The results are indicative of the power of advertising in both reflecting and facilitating societal change. Keywords advertising, male market, societal change, ethnicity, gender, culture, macromarketing Introduction American men, as a cultural entity and market force, are undergoing rapid change...
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...human undertaking. Today, American society is faced with a residential, geographic phenomenon among urban and suburban communities that disadvantages African American citizens through the discriminatory denial of residential and economic freedom, a Constitutional promise that is guaranteed to all Americans. Modern America is confronted with a socially and geographically segregated society structured on the hierarchies of race, having the greatest consequences for African American communities, the most segregated racial group in American society. The Great Migration of the early twentieth century was a symbolic beacon of hope for African Americans leaving their homes in the rural South to a new land of promise in the urban North. While this migration created vast amounts of opportunity for African Americans that could have not existed in the Jim Crow-era South, the movements of these people would carry the racial divisions and hostilities of society to the level of a national plight. Northern whites implemented various practices in order to manipulate urban housing markets in the effect of restricting the residential mobility of African Americans and to confining African Americans to undesirable urban neighborhoods, and therefore setting the nature of race relations in northern communities and leading to the national development of twentieth century urban ghettos. In effect of this mass migration, racially motivated actions of individual American citizens, private housing...
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...subcultures. Lenders and real-estate agents face different opportunities and challenges among the African American and Hispanics in regards to the housing market. African Americans make up one of the major ethnic subcultures, representing 13 percent of the American population, where on average, are younger than the white population, have less education, and lower household incomes. “One-third of black households earn $50,000 or more and nearly 10 percent earn $100,000 or more” (Hawkins). African Americans are segmented as market leaders or market followers. Within those are generational differences which pose challenges when it comes to marketing because they don’t follow the stereotypical images that they have been subjected to. Many are “driving growth in income and purchase power through education and professional achievement. African Americans represent $799 billion in buying power, which is expected to grow by some 34 percent through 2011” (Hawkins). This fact gives lenders and real estate agents opportunity to implement specific marketing tactics. Internet usage among African Americans is on the rise, allowing marketers to leverage online-based advertising for example. Hispanics represent another major ethnic subculture and have diverse nationalities including people of Cuban, Mexican, Puerto Rican, South/Central America or any other Spanish ethnicity. “The Hispanic market is now the largest and fastest-growing ethnic subculture in the United States” (Hawkins). Hispanics...
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