Targeting Multicultural Markets

William Oritz

This article discusses multicultural marketing in the USA with the practical example of 10-10-345, a low price telephone service.

Targeting Multicultural Markets

The need for applying strong marketing disciplines and resources

William OrtizJP Morgan Chase

The headlines from the Census 2000 were a wake-up call for marketers sitting on the fence when it comes to the multicultural markets. The Census showed that over the past ten years the Hispanic market had grown by 58 percent, the Asian market by 48 percent, the African-American segment by 16 percent, and White-Non-Hispanics by 3 percent. The Census also projected that by the year 2010, Hispanics, Asians, and African-Americans would comprise one-third of the United States population – and that by 2050,...

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