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Ethnic Awareness

How to market to various ethnic groups

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Marketing to ethnic consumers? Don't make these mistakes: Sticking ethnic faces in the background of your marketing materials; "lumping" (for example, treating Japanese-, Chinese- and Korean-Americans as one big mass of "Asians"); relying on stereotypes such as slang or overtly ethnic approaches. Subtlety and sensitivity are keys to success when approaching these markets.

Excerpted from Start Your Own Business: The Only Start-Up Guide You'll Ever Need