e视人苦 Ethnic and other markets Countries vary in ethnic and racial makeup Ethnic groups have certain specific wants and buying habits Marketers must be careful not to over generalize about ethnic groups Within each ethnic group are consumers who are quite different from each other Diversity goes beyond ethnic and racial markets E.g., More than 50 million Americans have disabilities and they constitute a market for home delivery product 2008-3-10 Marketing Management ( UG)2008-3-10 Marketing Management (UG) 10 Ethnic and Other Markets • Countries vary in ethnic and racial makeup. • Ethnic groups have certain specific wants and buying habits. • Marketers must be careful not to over generalize about ethnic groups. • Within each ethnic group are consumers who are quite different from each other. • Diversity goes beyond ethnic and racial markets. – E.g., More than 50 million Americans have disabilities and they constitute a market for home delivery products