...Case Study: Tapping the Ethnic Housing Market MKT 87505 – Consumer Behavior Theory & Analysis California Southern University Case Study: Tapping the Ethnic Housing Market “A subculture is a segment of a larger culture whose members share distinguishing values and patterns of behavior,” (Hawkins & Mothersbaugh, 2010, page 156). Subcultures are frequently encountered in America due to the ‘melting pot’ nature, continual immigration into the United States, and various religious and ethnic viewpoints experienced in modern day society. A collision of all these subcultures in America has led to difficult marketing approaches to address both the core values and norms of the American culture and unique market behaviors, values, and norms that may be specific to other subcultures. In the case study, “Tapping the Ethnic Housing Market,” Fannie Mae evaluated ethnic groups to determine the different perceptions associated with the home-buying process (e.g. reason to purchase a home, knowledge about the overall purchasing process, and confidence in the process). The case study will discuss the opportunities and challenges facing housing lenders and real estate agents today based in the perceptions of each ethnic group. Analysis “Ethnic subcultures are those whose members’ unique shared behaviors are based on a common racial, language, or national background,” (Hawkins & Mothersbaugh, 2010, page 158). The Fannie Mae case study analyzes the different perceptions of the home-buying...
Words: 1938 - Pages: 8
...Running head: THE ROLE OF PROMOTION IN MARKETING DECISIONS The Role of Promotion in Marketing Decisions TUI University Module 3: Case Study #3 MKT501: Strategic Marketing February 08, 2012 The Role of Promotion in Marketing Decisions This Company’s Targeting and Marketing Strategy Success Part of what made this company’s targeting and marketing strategy a success comes down to what I reviewed in our reading from KnowThis.com. This article discusses that you need to know the members of your target market. In this case, as Medina (2011) covered in her article, the management staff of the casino looked around and discovered they had a large Hispanic population. This as it turned out was a shock considering that prior research suggested the Hispanic population typically don’t gamble. Since the casino already had a considerable Hispanic clientele, as KnowThis.com suggests, the casino can exploit this information to target their current customers and recruit previous and even potential customers. Another way to do this according to KnowThis.com is to use influencers on the target. The casino invested in signs in Spanish, Spanish speaking blackjack dealers, announcements in Spanish and probably one of the biggest influencers, Spanish entertainers. In Medina’s (2011) article she tells us how the casino sold out all the rooms in the hotel and had a full audience in attendance during these shows, numbers any casino in Las Vegas would kill for. The entertainers also...
Words: 1025 - Pages: 5
...Introduction In a small pocket in downtown Phoenix, AZ, census tract 1133.01, there is a predominantly male (53% male, 47% female) Hispanic population that is mostly middle-aged, between 35 and 49 years1. According to the zip code data encompassing this area, this low-income section consists of mostly unmarried individuals with a high school education (62%)2. The most common mode of transportation is by car alone (66%), which likely means that this population is spending a good amount of time being sedentary2. There is a high incidence of binge eating disorder (BED) among this population. When binges occur, high amounts of inexpensive, low-nutrient food is consumed and has several negative side effects, such as weight gain, which could lead to obesity. The community nutrition problem that will be addressed herein is reducing the occurrence of binge eating, and subsequent weight gain, among this population. Literature Review...
Words: 1443 - Pages: 6
...Vulnerable Population and Self-Awareness Paper NUR 440 Elizabeth Morris Monday, July 08, 2013 Professor Susan Maxwell The vulnerability of the Hispanic population in the United States is still widely unknown. Everyday we see more and more Hispanic patients coming into our healthcare facilities and we think we have learned so much from them, but there is still much more to learn. The Hispanic population is very different from the American culture. Their belief in the healthcare system in this country is as different as the Hispanic food is to the American food. The way they see and care for their family is as different as the English and the Spanish language are to one another. American medicine is so much of a mystery to the Hispanic culture that it will take many years for them to believe and understand it. In the episode of the neighborhood we meet Gil. Gil Martin is a 52 year old Hispanic male who is married to Helen. Gil and Helen have two children together. Gil has a child from a previous marriage and Helen also has a child from a previous relationship, whom Gil has raised since the child was 3 years old. Gil is a hardworking man with a decent paying job that does not have all the benefits that Gil needs at this time in his life. Gil Martin also has some health problems including, chronic back pain and hyperlipidemia. Gil’s father recently passed away and this has left his mother to tend to herself. This has been very had for Gil’s mother and Gil has been spending...
Words: 1182 - Pages: 5
...Increased attention has been focused on health disparities among racial/ethnic groups in the U.S. Purpose: To assess the extent of progress toward meeting the targets of Healthy People 2010 objectives and eliminating disparities. Methods: All diagnoses of AIDS during 2000 –2009 among people aged Ն13 years in the 50 states and District of Columbia, reported to national HIV surveillance through June 2010, together with census population data were used in this analysis (conducted in March 2011). This study assesses the trend in racial/ethnic disparities in rates of AIDS diagnoses both between particular groups using rate difference (RD) and rate ratio (RR) and across the entire range of racial/ethnic subgroups using three summary measures of disparity: between-group variance (BGV); Theil index (TI); and mean log deviation (MLD). Results: The overall racial/ethnic disparity, black–white disparity, and Hispanic–white disparity in rates of AIDS diagnoses decreased for those aged 25– 64 years from 2000 to 2009. The black–white and Hispanic–white disparity in rates of AIDS diagnoses also decreased among men aged Ն65 years; however, the black–white disparity increased among young men aged 13–24 years (BGV: pϽ0.001, black–white RD: pϽ0.01) from 2000 to 2009. Conclusions: Findings indicate overall decreases in racial/ethnic disparities in AIDS diagnoses except in young men, particularly young black men aged 13–24 years where the burden of AIDS is increasing. HIV testing...
Words: 5456 - Pages: 22
...Health Services for Special Populations Being underprivileged is not where everyone is striving to be especially when it comes to healthcare. Certain population groups are faced with daily challenges when it comes time to access health care. “Being in category “medically disadvantaged” or “underserved population” can be due to unequal social, economic, health, and geographic conditions” (Shi and Singh,2015). “Underprivileged group consist of racial and ethnic minorities, uninsured children, women, those living in rural areas, the homeless, the mentally ill, the chronically ill and disabled and those with HIV” Shi and Singh, 2015). “In 2010 a questionnaire was made with 15 racial categories that included white, Black, American Indian or...
Words: 1745 - Pages: 7
...of this project is to investigate if there is a relationship between gun ownership in the households of US citizens aged 18 or older and ethnicity groups. A clearer way to state the research question is “are people belonging to particular ethnicity groups more likely to own a gun in their households?” Widespread gun ownership is the subject of many debates on crime rate in the US. In that respect this study could also provide useful insights into indentifying whether people belonging to a particular ethnicity group feel they are not sufficiently protected by police force. Data: The study uses American National Elections Study (ANES) data for the year 2012. ANES is a survey of voters in the United States, conducted before and after every presidential election. For the year 2012 the data were collected in 2 different modes (Internet mode and Face-to-face mode), using 2 separate samples. The global sample is composed of 5914 cases (2.054 face-to-face mode and 3.860 Internet mode). The observations are US citizens aged 18 or older. For the Internet mode, all study participants were members of the Knowledge Panel, a panel of regular survey participants administered by GfK (formerly Knowledge Networks). Panelists were recruited using two probability sampling methods: address-based sampling (ABS) and random-digit dialing (RDD). A sample of Knowledge Panelists received invitations to take the ANES Time Series survey. This sample was limited to U.S. citizens who would...
Words: 1661 - Pages: 7
...the conventional definition of Hispanic identity. In order to fully understand how the concept of ethnicity has been constructed in Latin America it is important to start with some historic background. The formation of what will be known as “Hispanic Identity” started centuries ago when Portuguese and Spanish colonists arrived to the South America and started to oppress, enslave and exploit populations that had lived there for eons (Wade, 2003). In addition numerous African slaves have been brought in, especially in places like Caribbean and Brazil where today the significant part of the population is black (Ferreira da Silva, 1998). Because of the melting pot relationships a significant portion of populations got mixed and were called “mestizos”. This mixing occurred between ingenious populations, Europeans and of course African slaves (Wade, 2003). This mixing created a very interesting phenomenon when it comes to Latin America namely the fact that ethnic and racial composition of many countries is extremely diverse and not homogenous at all especially in places like Brazil, Chile, Mexico and others. However at some point even this has changed as the new approach was to define populations based on the culture rather than on ethnicity (De la Cadena, 2000). This was taking place first in Peru in regard to the ingenious populations. Another argument was that it was not very helpful to use racial/ethnic model of the US when talking about Hispanic identity mainly because it is...
Words: 1514 - Pages: 7
...a metabolic condition that affects the way the body process blood sugar.2 In this condition, the body’s cells are resistant to hormone insulin, which is responsible for allowing glucose to enter the cells to be used for energy.2 As a result, the individual has high blood sugar, which can lead to health problems such as heart disease, vision loss, and kidney disease.2 In the United States, 29.1 million adults are living with diagnosed and undiagnosed diabetes.2 However, adults are not the only population affected by this disease; 208,000 children are currently living with diagnosed diabetes.2 The prevalence for children diagnosed with Type 2...
Words: 1554 - Pages: 7
...Descriptive Epidemiology Case Study 1 Managerial Epidemiology – HAS 535 – Descriptive Epidemiology Case Study: Diabetes Descriptive Epidemiology Case Study 2 Diabetes, the sixth leading cause of death in the United States is a disease in which the body has a shortage of insulin, a decreased ability to use insulin, or both. Insulin is a hormone that allows glucose (sugar) to enter cells and be converted to energy. When diabetes is not controlled, glucose and fats remain in the blood, and, overtime, damage vital organs. In a healthy person, blood sugar levels, which fluctuates based on food intake, exercise and other factors are kept within an acceptable by insulin. Insulin, the hormone produced by the pancreas, helps the body absorb excess sugar from the bloodstream; therefore, in people with diabetes, the pancreas does not produce insulin thus increasing the blood sugar levels making it difficult to be controlled by insulin. Type 1 diabetes, diagnosed in children and young adults (although it can occur at any age) is an autoimmune disease that may be caused by genetic, environmental or other factors. It accounts for about 5 percent of diabetes cases. Although there are no known ways to prevent it, administration of insulin is an effective treatment. Type 2...
Words: 2549 - Pages: 11
...aliens to healthcare and hoe this can be improved. This research discovered that the undocumented aliens have limited access to health care due to lack of identity papers. This is due to the fact that they earn very low income and medical insurance coverage is lower for the undocumented aliens. As a result, they rely on the safety-net medical care providers such as social health centers as this centers continue to provide care for the undocumented aliens. This research also reviews the limitations and problems faced by the undocumented aliens in accessing health care and as a result the ploys they use to access medical care. The findings of this research show that they mostly rely on treating themselves with over counter drugs or in the cases of extremes they use unofficial networks to seek treatment. Also, it is evident that they would do anything to safeguard their cover from being discovered and these results in stress and psychological disorders. Another finding is that despite the healthcare reforms, undocumented aliens still have no rights to access health care compared to the US citizens. This research recommends designing of programs which focus on the issue of undocumented aliens being excluded from the medical care reform. Designing this reforms may involve adding more policies that favour the rights of the undocumented aliens to access medical care such as rights to have medical insurance cover. Also since the main fear of the undocumented aliens to access medical...
Words: 3701 - Pages: 15
...stricken with the disease were known to pass. This disease results when there is a high level of sugar in the blood for an extended period of time. This paper is to review diabetes being a chronic disease focusing on Angelo Reyes as a case study. His biography was retrieved from neighborhood, a website where different case studies were being discussed. In this paper, an overview of incidence of diabetes in the United States is reviewed. Other topics covered includes; the typical presenting signs of diabetes, potential effects of diabetes on the body as a chronic process, teaching requirements with two measurable learning objectives from each of the domains and the psychosocial challenges that patients like Angelo Reyes encounter as a result of this health condition. Diabetes is a disease that affects 25.8 million people in the United States alone. Data from the 2011 National Diabetes fact sheet released by Center for Disease Control on the 26th of January, 2011 confirmed the followings; Total prevalence of diabetes Total: 25.8 million children and adults in the United States—8.3% of the population—have diabetes. Diagnosed: 18.8 million people Undiagnosed: 7.0 million people Pre-diabetes: 79 million people* New Cases: 1.9 million new cases of diabetes are diagnosed in people aged 20 years and older in 2010. * In contrast to the 2007 National Diabetes Fact Sheet, which used fasting glucose data to estimate undiagnosed diabetes and pre-diabetes, the 2011 National Diabetes...
Words: 528 - Pages: 3
...AWARENESS, AND PERCEPTIONS OF GENETIC TESTING AMONG HISPANIC FAMILY MEMBERS OF BREAST CANCER SURVIVORS Objective: To provide a preliminary description of the interest, awareness, and perceptions of genetic testing among Hispanics with a family history of breast cancer Design: This cross-sectional pilot study used interpersonal structured interviews for data collection. Participants: We interviewed 48 Hispanics without breast cancer but who had a family member with breast cancer; participants lived in San Antonio and the surrounding area. Main Outcome: The outcomes were interest in breast cancer genetic testing, awareness about genetic testing, perceived risk of carrying a breast cancer susceptibility gene, and the perceived benefits and risks associated with a genetic test. Measures: Items previously used in research regarding interest and perceived genetic risk and a previously validated benefits and riskslimitations scale for genetic testing commonly used by other researchers were used to measure the outcomes. Results: Awareness of genetic testing for breast cancer susceptibility was very low, yet most (82%) participants were interested in a genetic test for breast cancer susceptibility. Participants were more likely to identify with the benefits than the potential risks of genetic testing. The most highly endorsed benefits were to know to take better care of one’s self and to undergo more frequent screening. Conclusions: Hispanics seem to have positive perceptions about genetic...
Words: 4990 - Pages: 20
...paper Instructor : Dr Leah Miller Nabil Ladipo 04/05/13 Tuberculosis: Tuberculosis is disease caused bacterial infection. The infection is lower in the United States even though, recent survey shows that, in foreign countries, the infection has been steadily increasing. American citizens born in foreign countries are infected with Tuberculosis more than 9 times of the American citizens born in the United States. The Latino/Hispanic born Americans are more exposed to the disease and the cases oh the Hispanics reported was more than 10 percent of the US population. This was reported in the year 1996. About Tuberculosis: Tuberculosis disease is transmitted from individual to individual through the help of Air pollution. An individual suffering from lung tuberculosis sneezes, coughs releases in the air, a droplet nuclei containing Mycobacterium . The small particles of the bacterium remains in the air for hours depending on the environment and when another person is exposed to the air containing the infection, the probably of getting infected is very high. The Tuberculosis infection depends on 3 different factors namely: The environment in which it occurs, the exposure duration and the individual ability to hold off the infection...
Words: 2067 - Pages: 9
...that may them visit the primary care centers; those who suffers from asthma have exacerbation of his or her medical condition because of this reason (Akinbani, 2010). The purpose of this paper is to analyze the prevalence of asthma in the Hispanic population and the importance of the recognition of risk factors for asthma symptoms, proper assessment, and treatment in the primary care setting. In order to treat this population is crucial to know their culture, believes, and practices to received their cooperation in the prevention and care of their medical condition. Hispanic population traces their ancestry to countries that were previously under Spanish rule, including Mexico, large part of Central and South American, and some Caribbean islands. Many of the Hispanic have variable proportion of European, Amerindian, and African ancestry. Peer-reviewed articles suggest that there is marked variation in the prevalence, morbidity, and mortality of asthma in Hispanics in the United States and Hispanic America (Akinbani, 2010). According to Akimbami, 2010, in his work posted in the Centers of Disease and Control, there is an estimate of a 6% prevalence of Asthma among Hispanics. The marked...
Words: 745 - Pages: 3
