Targeting Minority Markets

Paper Summary:

Targeting the African-American, Hispanic-American and the Asian-American Consumer Markets
Until the last few years, most marketing texts in the United States were directed toward the concept of a mass market that was predominantly white. When ethnic groups were considered at all, they were referred to as minorities, and not considered essential to target marketing segments. Since the beginning of the 1990s, this concept has changed as more and more research suggests that there are vital target markets that are becoming identified.

From the Paper:

"Targeting the African-American, Hispanic-American and the Asian-American Consumer Markets
Until the last few years, most marketing texts in the United States were directed toward the concept of a mass market that was predominantly white. When ethnic groups were considered at all, they were referred to as minorities, and not considered essential to target marketing segments. Since the beginning of the 1990s, this concept has changed as more and more research suggests that there are vital target markets that are becoming identified.


Three in particular will be dealt with in this paper:
* The African American consumer market
* The. Hispanic American Consumer Market
* The Asian Consumer Market "

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