Consumer Behavior [MKTG.301] Dr. Carter

1. ETHNICVALUEMATCHING:Segmentation for Diverse Market Values Consumer Behavior [MKTG.301] Dr. Carter

2. ETHNIC VALUE MATCHING PROJECT: [Consumer Behavior (MKTG.301); Dr. Carter] • The “Depth” and “Breadth” of Ethnic Diversity • The “Depth” of Diversity – Inclusion vs. Isolation • “E plurabus unum” / “E unum plurabus” • Out of many come one / out of one come many • Unity in diversity / diversity in unity • Many branches – one root • Many doors -- one room • I am because we are / because we are I am • Yin / Yang Our past periods of complex intersection … Provide lessons for future interaction B r e a d t h [ ethnic exposure as “isolated” cultural silos ] D e P t h C B D A E * [ ethnic exposure as “inclusive” episodes of cultural intersection ] * * * *

3. ETHNIC VALUE MATCHING PROJECT: [Consumer Behavior (MKTG.301); Dr. Carter] • A. The “Depth” and “Breadth” of Ethnic Diversity [Cont’d.] • The “Breadth” of Diversity – Spectrum of Specialties • Anthropology – “mosaic of meanings” • History – “trail of tears … and triumphs” • Sociology – “let ins and left outs” • Political Science – “power blame and power brokers” • Business – Portfolio Markets and bio-diversity Competence • B. THE “BUSINESS CASE” for ETHNIC DIVERSITY • Competitive free market creates a results-oriented “sports team” • context that emphasizes … • * Behaviors vs. Attributes • * Future vs. Past • * Cohesion vs. Contention • * Positive vs. Negative • * Reference: -- www.diversityinc.com [www.diversityinc.com] • [search “the business case for diversity” (summary)] • 1. The Trend’s Your Friend [Demographics and Growth Rates] • 2. Survival of the Fittest [Biodiversity as Market Diversity] • 3. Free Markets Create Ethnic Choices [Ethnic Identity vs. Ethnic Orientation] • 4. Think Globally, Act Locally [Cross-Cultural Analysis for American Ethnic Segments] • 5. Matching Values in Valuable Markets [TriangulatE People, Products, Processes]

4. ETHNIC VALUE MATCHING PROJECT: [Consumer Behavior (MKTG.301); Dr. Carter] • C. SEGMENTATION – The Fundamental Framework • 1. Segmentation Purpose/Logic [“Homogeneous – Heterogeneity”] • 2. Segmentation Bases [“Ways to slice the pie’] • 3. Segmentation Method and Technique [“Process for slicing the pie”] • 4. Assessing Meaningfulness of Segments [“Ways to test the slices”] • 5. Segmentation Strategies [“Ways to taste the slices”]

5. Ethnic Value Matching Consumer Behavior [MKTG.301] Dr. Carter Autumn 2K6 SECTION ONE: A “MARKETING STRATEGY” PRIMER ON “ETHNIC SEGMENTATION”

6. Ethnic Value Matching Consumer Behavior [MKTG.301] Dr. Carter Autumn 2K6 Ethnic Diversity in the American Marketplace … Arab Am. Hispanic Am. Asian Am. African Am. Mainstream … Creates a Strategic Dilemma Regarding Future Paths to Market Success

7. Ethnic Value Matching Consumer Behavior [MKTG.301] Dr. Carter Autumn 2K6 Ethnic Market Segmentation is a Strategic Solution … Hispanic Am. Arab Am. Mainstream Asian Am. African Am. … to the Dilemma Created by Diverse Ethnic Niches

8. Ethnic Value Matching Consumer Behavior [MKTG.301] Dr. Carter Autumn 2K6 EffectiveEthnic SegmentationCreates “Market Diversity” Within “Diverse Markets” … ETHNICITY – the unifying cultural identity & traditional orientation of people who share a common history [e.g., beliefs, values, symbols, customs] RACE – a class or kind of people with genetically similar physical & biological traits, characteristics, and tendencies [e.g., skin, hair, face features, body type] … By Emphasizing INTRINSIC Ethnic Patterns Instead ofEXTRINSIC Profiles of Race

9. Ethnic Value Matching Consumer Behavior [MKTG.301] Dr. Carter Autumn 2K6 THIS CREATES A “CULTURAL COMMODITY” STRATEGY TOWARDS ETHNICITY&MARKETS

10. Ethnic Value Matching Consumer Behavior [MKTG.301] Dr. Carter Autumn 2K6 SECTION TWO: A “FREE-TRADE THEORY” OF “ETHNIC COMMERCE”

11. Ethnic Value Matching Consumer Behavior [MKTG.301] Dr. Carter Autumn 2K6 The Beginning of “Market Diversity” … • Ethnic Orientation • Fluid • Individual • Transitional • Choice • Situational • Self-constructing • Means • Ethnic Identity • Fixed • Collective • Traditional • Chain • Intergenerational • Self-referential • Ends … is the Freeing ofEthnic Identityfrom Ethnic Orientation

12. Ethnic Value Matching Consumer Behavior [MKTG.301] Dr. Carter Autumn 2K6 “Market Diversity” is Driven by Ethnic Orientation … • Ethnic Identity • Ethos • Demographics • Bio-Genetics • Ancestry • Consummation • Cultural Values • Faith/Belief System(s) • Ethnic Orientation • Logos • Psychographics/Lifestyle • Psycho-Genetics • Access • Consumption • Market Values • Financial/Barter System(s) … Just as Ethnic Identity Defines “Diverse Markets”

13. Ethnic Value Matching Consumer Behavior [MKTG.301] Dr. Carter Autumn 2K6 In the Language of Markets, Ethnic Identity Defines People & Customer Segments … Ethnic People & Culture Ethnic Products & Consumption … Whereas Ethnic Orientation Defines Products & Consumption Situations

14. Ethnic Value Matching Consumer Behavior [MKTG.301] Dr. Carter Autumn 2K6 Although Ethnic Identity is Authentically Created “Of” & “By” a Particular Ethnic Segment … Affinity of Ethnic Orientation “FRUITS” Authenticity of Ethnic Identity “ROOTS” … Ethnic Orientation Forms/Expressions are Shared “For” All Ethnic Segments to Collaborate & Consume

15. Ethnic Value Matching Consumer Behavior [MKTG.301] Dr. Carter Autumn 2K6 In “Free-Market” Societies like America … “ETHNIC MENU” “Styles White* African Hispanic Asian Arab Others of Life” Foods Fashion Fun Function Furnishings Finance Facts *Note: Includes multiple European ethnic groups FALL 2005 & Autumn 2006 ETHNIC AGRI-FOOD BRANDING Fall 2001 http://w3.sba.oakland.edu/carterf01/grocery Winter 2002: http://w3.sba.oakland.edu/carterf01/fashion Fall 2004 Ethnic Music Profiles WINTER 2005 Ethnic AUTOMOTIVE Profiles … Ethnically Diverse Customers CHOOSE which Cultural Pool they Consume

16. Ethnic Value Matching Consumer Behavior [MKTG.301] Dr. Carter Autumn 2K6 THIS CREATES A “TRADE OF VALUES” APPROACH TOWARDS ETHNICITY&MARKETS

17. Ethnic Value Matching Consumer Behavior [MKTG.301] Dr. Carter Autumn 2K6 SECTION THREE: “CROSS-CULTURAL” “ETHNIC MERCHANDISING”

18. Ethnic Value Matching Consumer Behavior [MKTG.301] Dr. Carter Autumn 2K6 The Duality of Ethnic Identity & Ethnic Orientation … Ethnic Marketing Strategy Ethnic Customer/Market Pools [“Ethnic Identity”] Ethnic Product/Service Pools [“Ethnic Orientation”] … Permits Bi-Directional Application of Ethnic Marketing Strategy

19. Ethnic Value Matching Consumer Behavior [MKTG.301] Dr. Carter Autumn 2K6 On One Hand, Mainstream Offerings can be CUSTOMIZED to Ethnically Diverse Markets … D I V E R S I T Y Ethnic Offerings M A R K E T Mainstream Offerings D I V E R S E M A R K E T S Multi-Ethnic Market Exploration Ethnically Diverse Market Customization … On the Other Hand, Ethnic Offerings Elicit Multi-Ethnic Market EXPLORATION

20. Ethnic Value Matching Consumer Behavior [MKTG.301] Dr. Carter Autumn 2K6 Global “Cross-Cultural” Analysis Techniques … • Ethnic Segment “Y” • Prod/Service Spending • Cultural Values • Aesthetic Image(s) • Demographic Features • Lifestyle Functions • Leisure Activity • Language • Market Offering “X” • Prod/Service Category • Performance Values • Brand Image(s) • Design Features • Practical Functions • Pleasurable Uses • Merchandising … Adapt Market Offerings to America’s World of Diverse Markets

21. Ethnic Value Matching Consumer Behavior [MKTG.301] Dr. Carter Autumn 2K6 “Ethnic Value Matching” applies Market Segmentation … • PEOPLE • (customers) • Ethnic Identity • Cultural Values SEGMENTATION • PRODUCTS • (commodities) • Ethnic Orientation • Market Values • PROCESSES • (company) • Market Mediation • Strategic Values … To Connect “Diverse Market” Customers with “Market Diversity”Offerings through “Mediating Processes”

22. Ethnic Value Matching Consumer Behavior [MKTG.301] Dr. Carter Autumn 2K6 “Ethnic Value Matching” Consists of 7 Stages: 7. Recommended Triangulation 6. Cross-Cultural Adaptation 5. Choose Product/Brand Category 4. Profile Ethnic Identity & Orientation 3. Select Ethnic American Market Segment 2. Understand Market Segmentation Strategy 1. Know Customer Needs/Wants & Market/Role Values

23. Ethnic Value Matching MKTG.301 Dr. Carter Autumn 2K6 We Use Concepts to Format Ethnic Market Profiles … MARKETING THEORY “REMAINS” CUSTOMER DATA “CHANGE” PRODUCTS/BRANDS “CHANGE” … Because Customer Data & Products Can Change, But the Value of Analysis Framed by Theory Remains!

24. Ethnic Value Matching Consumer Behavior [MKTG.301] Dr. Carter Autumn 2K6 SECTION FOUR: YOUR PROJECT “ETHNIC CUSTOMIZATION” OF “NEW FOOD BRAND MERCHANDISING”

25. Ethnic Value Matching MKTG.301 Dr. Carter Autumn 2K6 Fall 2001 Team #1 a) NEW Product Specialist b) Ethnic Segment Data Specialist c) Concept/Website Format Specialist

26. Ethnic Value Matching MKTG.301 Dr. Carter Autumn 2K6 Fall 2001 Team #2 a) NEW Product Specialist b) Ethnic Segment Data Specialist c) Concept/Website Format Specialist

27. Ethnic Value Matching MKTG.301 Dr. Carter Autumn 2K6 NEW Ethnic Food Brand Observations … • Merchandise Mix • Existing “Mainstream” • [“Market Diversity” Affinity] • Existing “Ethnic” • [“Diverse Market” Authenticity] • Omitted “Mainstream” • [“Market Diversity” Affinity] • Omitted “Ethnic” • [“Diverse Market” Authenticity] • Product Category • Performance Value • US Market History • Top Brands • NEW Quantity • Brand Factors • Name / Language • Logo / Symbols • Image / Packaging • Position / Ethnicity “Mainstream Products” “Mainstream Products” “NEW Products” … Should Compose a Product/Service Profile

28. Ethnic Value Matching MKTG.301 Dr. Carter Autumn 2K6 Key Library & WebEthnic Data Access Methods … Demographics • National & Local Level • Data Profile • Product-Relevant • Facts Only Consumption Socio-Cultural … Should Compose EthnicCustomer SegmentProfiles

29. Ethnic Value Matching MKTG.301 Dr. Carter Autumn 2K6 THIS CREATES AN “ETHNIC VALUE MATCHING” PROPOSAL FOR “NEW ETHNIC FOOD BRANDS”