Analysis of Ethnic Marketing - Essay Example

The authors indicate that ethnic marketing is a way of communicating and targeting different cultural frameworks. Culture also affects how a consumer evaluates a product. Studies have shown that during the marketing process of a product, cultural expectations are considered rather than functional purposes.

The authors provide useful information by indicating that minority ethnic groups are usually alternative consumers because they have a different culture compared to the mainstream population.  The authors indicate that migration usually leads to the increased presence of minority ethnic groups within a country. These groups are important, making it fundamental to consider their needs during marketing. In order to reach them, marketers must embrace marketing strategies that are different from the macro community in the same country.