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Is ethno marketing both moral and useful?

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  1. Introduction
  2. How can we describe Ethno marketing?
  3. Some definitions to begin
    1. What is an ethnic group?
    2. Ethnic marketing or ethno-marketing
  4. What are the main sectors involved?
  5. Ethno-marketing, a multifaceted concept
  6. What is the field of application of Ethno marketing?
    1. Case study: Barbie
    2. Where and with whom could we do ethno-marketing?
  7. Application degree in various areas of the world
  8. Behavioral study of the ethnic purchaser
  9. Ethno-marketing and its strategies
  10. How to be efficient
  11. Can we say that Ethno marketing is ethical?
    1. Ethno-marketing and social discrimination
    2. Companies, ethno-marketing, and ethics
  12. Conclusion

I.1.A What is an ethnic group? The expression ?Ethno-marketing? is frequently perceived bad. The term ?ethnic? only refers to a racial concept and to skin color for a lot of people. This conception is clearly not neutral in the European market. So, it is essential to give a universal definition of the word ?ethnicity? in order to: -Justify the using of this new marketing notion; -Show that the idea does not only refer to skin color. -Some official definitions of ethnicity: Firstly, we will begin by some dictionary definitions: -French Dictionary ?Le Robert? ?Ethnicity: Human groupings who share a domestic structure.? -According to ?Reference.com (electronic dictionary)?: ?Ethnicity? : Social group or category of the population that, in a larger society, is set apart and bound together by common ties of language, nationality, or culture.?

[...] COULD WE SAY THAT ETHNO MARKETING IS ETHICAL ? III.1 Ethics and ethno-marketing According to the ?Petit Roberts? ethics are the principles of right and wrong that are accepted by a person or a social group. According to Charles Knell ?Ethical marketing refers to the application of marketing ethics into the marketing process. Briefly, marketing ethics refers to the philosophical examination, from a moral standpoint, of particular marketing issues that are matters of moral judgment. Ethical marketing results in a more socially responsible and culturally sensitive business community. [...]


[...] Today, ethnomarketing is a trend in British marketing but, compared to the USA, this exercise is not so developed and Sonny Nwanko and Andrew Lindridge in their article ?Marketing to ethnic minorities in Britain say that : ethnic minority population in Britain is sizeable and represents a viable and untapped market segment. In today's fragmented and increasingly turbulent markets, ethnic marketing offers a new strategic focus for product/market development and, in many respects, companies which ignore this do so at their own competitive peril. [...]


[...] Both big and small companies can benefit from marketing their products/services to local ethnic groups or to a global marketplace. I.2 What are the main sectors involved? Many specialists, as Chantal Ammi in her book ?Marketing Ethnique: Utopie ou réalité say today that ethno-marketing is considered an answer to the multi-ethnic society. Indeed, this concept segments individuals according to their cultural roots. With this analysis, a brand is able to launch new products adapted to the precise needs and desires of the target population. [...]

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