Multicultural Marketing
Read this article about international communication tactics, using themes and images that transcend cultural differences. If you publish a website, you are positioned to reach a global audience. English may connect those in international business with a common language, but we still need to be sensitive to cultural differences.
Multicultural markets
Two types of needs in a multicultural domestic market need to be considered. Firstly, the needs of people with different cultural backgrounds and secondly, the needs resulting from these values, perceptions, and preferences of cultural groups in the role products and services play in their lives.
Multicultural markets represent an important focal lens for international marketing and cross-cultural consumer research, in view of their growing economic importance and of their theoretical difference from other types of marketplaces. Changes in infrastructure, technology, economic development and consumer mobility have increased cultural interactions consequently an increase in multicultural market demand. Traditionally marketing research was based on static values; marketing is now viewed as more dynamic. Multicultural marketing is becoming a focal point of marketing research.