Multicultural Marketing
Completion requirements
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.
Skills required
It is suggested that the following skills are required in the field of multicultural marketing.
- 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)
- 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)
- To further segment audiences in a subculture, if needed, in terms of cultural affinity, cultural identity or acculturation level (tactical adaptation within a subculture)
- To develop parameters of culturally acceptable marketing stimuli; and
- To establish a protocol for measuring cultural effectiveness of the stimuli.
This process is also known as ethnic marketing.