Abstract

Cultural, historical and social differences and similarities between and within ethnic groups present both an opportunity and difficulty for marketers. In this chapter we relate the topic of ethnicity to the marketing strategy of segmentation. This approach views the market as consisting of heterogeneous groups that can be identified and separated into homogeneous segments by their different needs and benefits sought. By identifying these differing segments, organizations can decide whether or not to target their resources at these segments in similar or different ways to achieve their marketing objectives.