دانلود رایگان مقاله تمرین و تحقیق بازاریابی نژادی در تقاطع بازار و توسعه اجتماعی

ABSTRACT

This paper utilizes historical and ethnographic research methods in formulating a framework that tracks ethnic minority marketing pertaining to Latinos/as in the U.S. as it has developed in response to changing social relations over time. Discussion then develops a series of propositions regarding the distinct effects in ethnic marketing in enabling and validating ethnic minority consumers' production of identity and community, decentering and destabilizing ethnic majority people, and contributing to social fragmentation and multiculturalization. Theoretical contributions update the definitions of ethnic marketing and ethnic marketing research to be consistent with the framework. The paper closes with recommendations for practitioners, limitations of the present work, and suggestions for future research. By situating ethnic minority marketing in relation to changing social relations, practitioners and researchers are better able to develop effective strategy and enhance firms' relations to ethnic minority and majority consumers.

6. Recommendations for practitioners, limitations and suggestions for future research

6.1. Ethnic marketing recommendations The first recommendation follows from Propositions 1a and 1b in encouraging ethnic marketers to better understand their vital roles in enabling ethnic minority identity and community. In advancing such understanding, it is essential that practitioners begin to view their craft as an objectifying device that represents ethnic minority consumers and that further operates as social intervention in their production of ethnic identity and community. A counter example is an ad by Tecate featuring an attempt at humor playing off the stereotype of Latinas as hot and sexy in promoting the beer as “finally a cold Latina” (KCRA Sacramento News, 2004). In response to the many calls by Latinas offended by the ad, the U.S. Congressional Hispanic Caucus requested the company to drop the campaign (Roybal-Allard, 2004). Such missteps can be prevented by gaining appreciation of the subjective experience and consciousness of ethnic minority consumers. Second, following from Proposition 2, I encourage ethic marketers to keep in mind that the historical asymmetry between ethnic minority and majority persons in resources and social treatment can be a source of tension in targeting and serving minority ethnic consumers. Extrapolating from Gustaffson's (2005) work suggesting a dialogic approach, I suggest that ethnic marketers develop specific ethnic marketing campaigns and train personnel in service activities to position and treat with respect and dignity minority persons in relation to majority ethnic others. Even today, as some ethnic minority consumers are welcomed in the marketplace, others are not. While the experience of Sister Maria Elena described earlier may seem a relic from the past, disparate treatment continues. For African Americans Grier, Williams, and Crockett (1996) noted the disadvantages of Black men in retail stores; while Bone, Christensen, and Williams (2014) showed the harm that limited market access inflicts on minority people's self-concept.