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. [...]
[...] Their decision to purchase is slow and thoughtful The North-African Population Today, marketers are very interested in this population. Particularly in Europe, they are significant consumers with regards to some specific products: food, phone cards, flight tickets or travel, swift transfers, and so on. For example, Halal food is a very important (and criticized as we could see below) new market for food producers and some brands try to capture this flux (cf. example lower). However, their buying power is less important than that of white people. [...]
[...] So we can wonder: is ethnic marketing is really moral and useful? So, in order to comprehend without a doubt this trend, we will first define ethnic marketing. Then, we will talk about the use of this exact marketing concept. And, finally, we will see if this marketing concept really respects ethics. I. HOW CAN WE DESCRIBE ETHNO MARKETING? I.1 Some definitions to begin I.1.A What is an ethnic group? The expression “Ethno-marketing” is frequently bad perceived. Indeed, the term only refers to a racial concept and to skin color for a lot of people. [...]
[...] This is a way to seduce the German reader and particularly the Turkish community of this country. Unfortunately, I can't find this campaign on the web! Multicultural Communication Many companies use this multicultural notion. The principle is to give to the brand a representation of tolerance. Moreover, the brand is becoming increasingly multi-cultural and that represents consumer's philosophy. BENETTON, advertising campaign Ethnic Marketing: As Cova and B. O. Badot said (c.f, I.1.A/ What is an ethnic group?) ethno-marketing corresponds to the adaptation of a brand especially for specific ethnic targets. [...]
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