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Sample paragraph
Can Ethnic Marketing Really Be Successful? Ethnic marketing is a reasonably new concept in marketing that targets specific ethnic groups which are aligned by culture, language, and beliefs, and that are not the dominant ethnic group in a given country. It is also referred to as multi-cultural marketing. Ethnic marketing can succeed when those in charge of the project are deeply involved in the culture and the language of the target group, and the personal nature of ethnic marketing. Ad-age notes that these marketers need to be experts, but that they also needto be given the reins to run the project because of their knowledge and they need the support of the company president or CEO. Millward Brown studied the increasing shift in the United States population towards a more diverse ethnic makeup, and that for companies to truly be successful, they must use ethnic marketing to reach these diverse populations and remain relevant. There is no single plan that will work, however, as each retailer or business has a different product and will therefore have different advertising needs. ....contd..