Ethnic Awareness

How to market to various ethnic groups

Oct 1, 2001

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

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

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