A Burgeoning and Lucrative Market Just Waiting to be Discovered

Saul Gitlin

The author contends that the Asian-American market is the fastest growing ethnic market in the USA. It is also affluent, highly educated, linguistically isolated, yet easily identifiable and reachable.

A Burgeoning and Lucrative Market Just Waiting To Be Discovered

Saul GitlinKang & Lee Advertising

MARKETING CASE STUDY

You are a marketer. You come across information about a consumer segment for your product in the U.S. which you heretofore have not focused on. This segment currently numbers just under 11 million individuals and is growing faster than any other group in the United States. These individuals boast the highest average household incomes in the US and they also have the highest level of education as compared to all other consumers. They may be as likely or, in many cases,...

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