Ethno Marketing
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Ethno Marketing
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Author : E. Krug
language : de
Publisher: GBI Genios Wirtschaftsdatenbank GmbH
Release Date : 2002-10-17
Ethno Marketing written by E. Krug and has been published by GBI Genios Wirtschaftsdatenbank GmbH this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002-10-17 with Social Science categories.
Ethno-Marketing beschreibt den Grundgedanken, Immigranten als Zielgruppe, unter Berücksichtigung ihres kulturellen und traditionellen Hintergrundes, spezifisch zu umwerben. (1) , (2) In einem Zuwanderungsland, wie Deutschland, ist Ethno-Marketing mittlerweile unumgänglich. Bis jetzt wurde das relativ große Kundensegment der Zuwanderer von den meisten deutschen Unternehmen ignoriert. (1) , (2) , (3) , (4)
Ethno Marketing Interkulturelle Aspekte
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Author : Robert Wnsche
language : de
Publisher: Igel Verlag
Release Date : 2009-05
Ethno Marketing Interkulturelle Aspekte written by Robert Wnsche and has been published by Igel Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-05 with Business & Economics categories.
Seit einem halben Jahrhundert leben auländische Gastarbeiter und deren Familien in Deutschland. Mit der Entscheidung für einen dauerhaften Aufenthalt in Deutschland erfolgte die Änderung des Gastarbeiter-Status zum Migranten. Sie wohnen nicht nur hier, sondern zahlen auch in die Sozialversicherung ein und konsumieren in Deutschland. Unternehmen und Ethno Marketing Agenturen versuchen seit geraumer Zeit vertärkt, diese Menschen mit speziell zugeschnittenen Werbekonzepten zu erreichen. Robert Wünsche zeigt die interkulturellen Aspekte/Problemfelder, die sich im Ethno-Marketing ergeben.
Ethno Marketing Targeting Turkish People In Germany
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Author : Pinar Sözer
language : en
Publisher: GRIN Verlag
Release Date : 2008-03-22
Ethno Marketing Targeting Turkish People In Germany written by Pinar Sözer and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-03-22 with Business & Economics categories.
Research Paper (undergraduate) from the year 2008 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2, Fontys University of Applied Sciences Venlo, language: English, abstract: Germany is a country with a high number of migrant groups. More than 8% of Germany's residents have their roots in a foreign country. With a number of more than two million, Turkish migrants reflect the hugest group of aliens within the German borders. However, does the German Economy ignore around 3 % of Germany's total population. Only a few companies did realize the high potential of this migrant group so far, the remaining organizations with an annual turnover of more than two million Euro ignore or do not recognize the outstanding potential this customer group reflects. This is why this report at hand is going to reflect the high potential of this segment as it will describe how to implement ethno marketing applied to this certain migrant group "Turks" in Germany effectively. The report is structured clearly, starting with a general definition and history of ethno marketing The following chapter will first discuss the necessary theoretical background on segmenting, targeting and positioning strategies. Subsequently followed by applying the "STP" Strategy by means of the successful introduced ethno marketing strategy of Ay Yildiz Kolay Kart, a SIM Card especially developed for Turks in Germany. The segmentation process of the STP, will be conducted on the basis of geographic, demographic, psychographic and behavioural criteria. The psychographic segmentation will describe a segmentation process that has been carried out by the Agency Lab One and the company Gesellschaft für Innovative Marktforschung (GIM) in 2002. After the segmentation, the report will describe the target group for the SIM card, resulting from the previous segmentation process. The positioning of “the Kolay Kart” will be described next. Subsequently, the Marketing Mix, namely the product, price, promotion and place, Ay Yildiz did apply will be described further. Finally, a recommendation concering the introducement of ethno marketing for the Turkish community will be provided.
Ethnic Marketing
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Author : Guilherme D. Pires
language : en
Publisher: Routledge
Release Date : 2018-12-17
Ethnic Marketing written by Guilherme D. Pires and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-12-17 with Business & Economics categories.
Together with the development of transformative technologies that epitomize globalization, the ongoing movements of people across borders and other socio-economic pressures are creating a fast-changing business environment that is difficult for business to understand, let alone control. Dominant social expectations that immigrants should seek to adopt an assimilationist socialization path towards the host country’s mainstream are contradicted by minority ethnic group resilience. There is no evidence that these groups naturally disappear within the cultural and behavioural contexts of their adopted countries. Since ethnic minority consumers cannot be expected to assimilate, then they maintain some significant degree of unique ethnicity related consumer characteristics that convert into threats and opportunities for business. The inherent socialisation process also provides opportunities for ethnic entrepreneurship and for proliferation of ethnic minority business. Following from the extensive examination of scholarly perspectives of ethnic marketing theory, there is an acknowledged and marked divide between theoretical exhortations and what is done in practice, a relative oversight of the implications of mixed embedded markets, and a propinquity to overlook the crucial role played by ethnic entrepreneurship and ethnic networks. Opportunity valuations are difficult to enact due to a lack of intelligence about ethnic markets. Variable sentiment about the future of ethnic marketing links to different predictions on how the drivers of globalization will impact on the acculturation paths of ethnic minorities. Keeping a focus on the ethnic group as the unit of analysis, combining ethnic marketing and ethnic entrepreneurship theories provides intelligence about contemporary ethnic marketing and practice perspectives. The ultimate objective is to reduce the theory-practice divide through the development of a collaborative framework between business and scholars that converts into theory-in-use.
Ethnic Marketing
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Author : Guilherme Pires
language : en
Publisher: Routledge
Release Date : 2014-12-05
Ethnic Marketing written by Guilherme Pires and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-12-05 with Business & Economics categories.
A globalization process epitomised by historically large cross-border population movements with rapidly improving networking and communication technologies, has resulted in the growth of ethnic diversity across newly industrialised economies. Instead of adapting to a dominant, host country culture, many ethnic minorities seek to preserve their identities, both as diasporic communities and within their adopted countries. For marketers it has been recognised as crucial to understand the unique needs of these individuals and to develop superior marketing strategies that meet their preferences. Ethnic Marketing shows the rich opportunities that ethnic minority communities have to offer, as well as offering instruction on the design and implementation of effective social and business marketing strategies. The text offers practical guidance on assessing the needs of individual ethnic communities and a guide to marketing to these communities within various countries. Since the publication of Pires' and Stanton's 2005 book there has been continuing changes in the political, social and economic environment in many countries which have growing ethnic minorities. Incorporating new research across disciplines on the marketing relevance of ethnic minorities, this book also integrates contributions and excerpts from in-depth interviews conducted with leading marketing experts, whose views and insights stimulate discussion and result in in an invaluable guide to best practice in ethnic marketing across the world, plus expert insights into the future of this dynamic area. This is an excellent resource for researchers and advanced marketing students taking both postgraduate and undergraduate courses in marketing management or strategy, as well as government, marketing practitioners and businesses seeking ways to reach ethnic communities.
Ethnic Marketing
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Author : Guilherme D. Pires
language : en
Publisher: Thomson
Release Date : 2005
Ethnic Marketing written by Guilherme D. Pires and has been published by Thomson this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with Business & Economics categories.
Ethnic Marketing is a practical guide to marketing to ethnic communities in various countries and cultures. There is growing evidence that the cultural and ethnic diversity of many advanced and newly industrialising economies is increasing, and that ethnic minorities, are seeking to maintain their identity. A systematic exposition of how to develop an effective marketing strategy targeting ethnic groups within a country has been lacking until now. Ethnic Marketing recognises the importance that individual ethnic groups and their institutions can have for marketing, hence the focus is on the ethnic group and the challenges and opportunities that ethnic groups represent.
The Routledge Companion To Ethnic Marketing
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Author : Ahmad Jamal
language : en
Publisher: Routledge
Release Date : 2015-06-19
The Routledge Companion To Ethnic Marketing written by Ahmad Jamal and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-06-19 with Business & Economics categories.
The globalization of marketing has brought about an interesting paradox: as the discipline becomes more global, the need to understand cultural differences becomes all the more crucial. This is the challenge in an increasingly international marketplace and a problem that the world's most powerful businesses must solve. From this challenge has grown the exciting discipline of ethnic marketing, which seeks to understand the considerable opportunities and challenges presented by cultural and ethnic diversity in the marketplace. To date, scholarship in the area has been lively but disparate. This volume brings together cutting-edge research on ethnic marketing from thought leaders across the world. Each chapter covers a key theme, reflecting the increasing diversity of the latest research, including models of culture change, parenting and socialization, responses to web and advertising, role of space and social innovation in ethnic marketing, ethnic consumer decision making, religiosity, differing attitudes to materialism, acculturation, targeting and ethical and public policy issues. The result is a solid framework and a comprehensive reference point for consumer researchers, students, and practitioners.
Ethnic Marketing
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Author : GUILHERME D.. STANTON PIRES (JOHN.)
language : en
Publisher: Routledge
Release Date : 2020-12-18
Ethnic Marketing written by GUILHERME D.. STANTON PIRES (JOHN.) and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-12-18 with categories.
Together with the development of transformative technologies that epitomize globalization, the ongoing movements of people across borders and other socio-economic pressures are creating a fast-changing business environment that is difficult for business to understand, let alone control. Dominant social expectations that immigrants should seek to adopt an assimilationist socialization path towards the host country's mainstream are contradicted by minority ethnic group resilience. There is no evidence that these groups naturally disappear within the cultural and behavioural contexts of their adopted countries. Since ethnic minority consumers cannot be expected to assimilate, then they maintain some significant degree of unique ethnicity related consumer characteristics that convert into threats and opportunities for business. The inherent socialisation process also provides opportunities for ethnic entrepreneurship and for proliferation of ethnic minority business. Following from the extensive examination of scholarly perspectives of ethnic marketing theory, there is an acknowledged and marked divide between theoretical exhortations and what is done in practice, a relative oversight of the implications of mixed embedded markets, and a propinquity to overlook the crucial role played by ethnic entrepreneurship and ethnic networks. Opportunity valuations are difficult to enact due to a lack of intelligence about ethnic markets. Variable sentiment about the future of ethnic marketing links to different predictions on how the drivers of globalization will impact on the acculturation paths of ethnic minorities. Keeping a focus on the ethnic group as the unit of analysis, combining ethnic marketing and ethnic entrepreneurship theories provides intelligence about contemporary ethnic marketing and practice perspectives. The ultimate objective is to reduce the theory-practice divide through the development of a collaborative framework between business and scholars that converts into theory-in-use.
Ethnic Marketing For Turks In Germany Influences On The Attitude Towards Ethnic Marketing
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Author : Kutay Erdem
language : en
Publisher: GRIN Verlag
Release Date : 2007-01-21
Ethnic Marketing For Turks In Germany Influences On The Attitude Towards Ethnic Marketing written by Kutay Erdem and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-01-21 with Business & Economics categories.
Master's Thesis from the year 2006 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Manchester Metropolitan University Business School, language: English, abstract: This master dissertation analyses the Turkish population in Germany and its attitude towards ethnic marketing. The Turkish population in Germany has special characteristics which are different from the mainstream German society as e.g. their language, culture and religion. However, the Turkish population in Germany cannot be characterised as one group. Different generations within this group show different characteristics and habits and therefore need to be evaluated solely. Consequently, it is important to know which generation of the Turks a company wants to appeal to with an ethnic marketing campaign. As ethnic marketing is the ideal way to appeal to those people of an ethnic minority who are connected to their culture, language and ethnic identity, the first generation Turks were analysed as being the most ideal target group among the Turks in Germany. The primary research showed that ethnic marketing is seen as rather positive by the first and second generation. Nonetheless, a closer analysis indicates that because of the different classifications of both generations into acculturation levels, where the second generation shows a higher affinity to acculturation, the first generation has a quite more positive view of ethnic marketing. A further research emphasises the differences among the Turkish society with the analysis of the ethnic identity of the Turkish population in Germany and the different attitudes towards ethnic marketing, which arise due to differing strengths of ethnic identity.This analysis indicated that the Turks in Germany can be classified as having mostly a strong ethnic identity. Moreover, the correlation between the strength of ethnic identity and the attitude towards ethnic marketing can be stated as being positive. This emphasises the fact that those people who feel more connected to their ethnic identity have a much more positive view about ethnic marketing. However,a correlation between the ethnic identity and the acculturation progress is not evident as a strong ethnic identity is viable among all acculturation levels.This phenomenon indicates that regardless the development of the acculturation process it can be stated that the Turks in Germany are a group which has a strong connection to its ethnic identity. Overall, ethnic marketing is a good tool to appeal to the Turkish ethnic minority; however, a well thought-through plan regarding the choice of the desired target group is essential.
Tribal Marketing Tribal Branding
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Author : Brendan Richardson
language : en
Publisher: Springer
Release Date : 2013-07-30
Tribal Marketing Tribal Branding written by Brendan Richardson and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-07-30 with Business & Economics categories.
Tribal branding allows marketers to benefit from greatly enhanced levels of consumer devotion to brands. Richardson incorporates the approach of ethno-marketing to expertly explain the opportunities for marketing and branding professionals to co-create brands with, and develop new ways of marketing to, tribal groups and brand communities.