Multicultural Marketing

Skills required

It is suggested that the following skills are required in the field of multicultural marketing.

1. To spot patterns that allow subcultures to be grouped together, so that a common marketing strategy may be extended to several subcultures in a group ("transcultural" marketing)
2. To develop a distinct marketing strategy for each subculture, if there is a significantly distinct cultural dimension that is important to the specific culture (multicultural marketing)
3. To further segment audiences in a subculture, if needed, in terms of cultural affinity, cultural identity or acculturation level (tactical adaptation within a subculture)
4. To develop parameters of culturally acceptable marketing stimuli; and
5. To establish a protocol for measuring cultural effectiveness of the stimuli.

This process is also known as ethnic marketing.