Marketing Across Cultures

Paper Summary:

The paper explains the process of marketing and reveals that different cultural groups must be intentionally targeted for marketing. The paper focuses on the Hispanic and Chinese ethnic groups and shows how and why many unique marketing techniques must be used to suit the needs of each cultural group. The paper includes several tables of statistics.

From the Paper:

"Marketing is a demand-creating activity embracing packaging, advertising, personal selling and other activities. It is the dynamic activity of coordinating a number of separate but essentially related activities, and is thus a much broader term than selling, and not just another name for it. Selling in fact involves merely the profitable disposal of products and services that happen to be available, whereas marketing involves integration and the creation of demand for goods and services that otherwise would not be sold. Marketing is a process that is repeated at each stage in the progress of a commodity from its natural state to its final destination as a finished product; and at each stage there is a value addition (Gartside 89). Since it involves the creation of demand for goods and services, specific markets needs to be looked at in order to evaluate where certain products and services may sell well."

Sample of Sources Used:

• Anderson, John Ward. and Moore, Molly. "The Burden of Womanhood: Third World, Second Class." Washington Post (25 Apr. 1993).
• Armas, Genaro C. "Asian population jumps across country." The Detroit News (9 Mar. 2001). Online. Internet.
• Black, C. Paz, H. and DeBlassie, R. "Counseling the Hispanic Male Adolescent." Adolescence 26 (1991): 223-232.
• "Career Advice and Tips." Hispanic Online (2001). Online. Internet
• "Chapter 6 Class Notes." University of Delaware. Online. Internet.

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