Key Terms
Diversity marketing
Strategic approach identifying population subsegments by shared cultural and sociodemographic characteristics; creating
Marginalized consumers
Populations historically excluded from mainstream advertising.
Multicultural marketing
Subcategory of diversity marketing; targets audiences by racial, ethnic, and cultural identity.
Sociodemographic marketing
Subcategory of diversity marketing; targets audiences by shared social and demographic characteristics.
Culture
Social norms, beliefs, behaviors, accomplishments, customs, arts, language, and foods that characterize a group's way of
Cultural duality
Individual simultaneously belongs to two overlapping cultures.
Acculturation
Family cultural patterns change through direct, constant contact with a different culture.
Marketing approach
1. Audit company values; confirm authentic support before launching campaigns 2.
Generation Alpha
Born every nine seconds in the US; projected 2 billion individuals worldwide by 2025.
Population stagnation
US population growth at lowest rate in 120+ years. Marketers must account for births, deaths, and immigration patterns.
Consumer spending dominance
Baby boomers continue to control disproportionate share of consumer spending. This trend continues through the 2030s as
Tokenism
Including a minority or underrepresented individual in marketing purely as a symbolic act to prevent criticism.
Adaptation
Adjusting company efforts, goods, or services to meet specific needs of different consumer groups.
Company centric
Decisions made from organizational perspective first.
Cultural identity
How a person identifies with a culture, ethnicity, or social group; influences thinking and actions.