consumer behavior [mktg.301] dr. carter ethnic value matching: segmentation for diverse market...
TRANSCRIPT
Consumer Behavior [MKTG.301]
Dr. Carter
ETHNIC VALUE MATCHING:
Segmentation for
Diverse Market Values
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ETHNIC VALUE MATCHING PROJECT:[Consumer Behavior (MKTG.301); Dr. Carter]
A. The “Depth” and “Breadth” of Ethnic Diversity
1. The “Depth” of Diversity – Inclusion vs. Isolation• “E plurabus unum” / “E unum plurabus”• Out of many come one / out of one come many• Unity in diversity / diversity in unity• Many branches – one root• Many doors -- one room• I am because we are / because we are I am• Yin / Yang
AB D
E
C
* *
* *
B r e a d t h [ ethnic exposure as “isolated” cultural silos ]
DePth
*
[ eth
nic
exp
osu
re a
s “
inclu
siv
e”
ep
isod
es o
f cu
ltu
ral in
ters
ecti
on
]
Our past periods of complex intersection … Provide lessons for future interaction
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B. THE “BUSINESS CASE” for ETHNIC DIVERSITY Competitive free market creates a results-oriented “sports team” context that emphasizes …
* Behaviors vs. Attributes * Future vs. Past * Cohesion vs. Contention * Positive vs. Negative
1. The Trend’s Your Friend [“Portfolio Theory” of Demographics and Growth Rates]
2. Survival of the Fittest [Biodiversity as Market Diversity]
3. Free Markets Create Ethnic Choices [Ethnic Identity vs. Ethnic Orientation]
4. Think Globally, Act Locally [Cross-Cultural Analysis for American Ethnic Segments]
5. Matching Values in Valuable Markets [Triangulation of People, Products, Processes]
A. The “Depth” and “Breadth” of Ethnic Diversity [Cont’d.]2. The “Breadth” of Diversity – Spectrum of Specialties
• Anthropology – “mosaic of meanings” • History – “trail of tears … and triumphs”• Sociology – “let ins and left outs” • Political Science – “power blame and power brokers”• Business – Portfolio Markets and bio-diversity Competence
ETHNIC VALUE MATCHING PROJECT:[Consumer Behavior (MKTG.301); Dr. Carter]
* Reference: www.diversityinc.com [search “the business case for diversity”]
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C. SEGMENTATION – The Fundamental Framework
1. Segmentation Purpose/Logic [“Homogeneous –
Heterogeneity”]
2. Segmentation Bases [“Ways to slice the pie’]
3. Segmentation Method and Technique [“Process for slicing
the pie”]
4. Assessing Meaningfulness of Segments [“Ways to test the
slices”]
5. Segmentation Strategies [“Ways to taste the slices”]
ETHNIC VALUE MATCHING PROJECT:[Consumer Behavior (MKTG.301); Dr. Carter]
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Ethnic Value MatchingConsumer Behavior [MKTG.301]
Dr. Carter 2K7
SECTION ONE:
A“MARKETING STRATEGY”
PRIMER ON
“ETHNIC SEGMENTATION”
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Ethnic Value MatchingConsumer Behavior [MKTG.301]
Dr. Carter 2K7
Ethnic Diversity in the American Marketplace …
… Creates a Strategic Dilemma Regarding Future Paths to Market Success
Mainstream
Asian Am.
Hispanic Am.
African Am.
Arab Am.
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Ethnic Value MatchingConsumer Behavior [MKTG.301]
Dr. Carter 2K7
Ethnic Market Segmentation is a Strategic Solution …
… to the Dilemma Created by Diverse Ethnic Niches
Mainstream
HispanicAm.
African Am.
Asian Am.
Arab Am.
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Ethnic Value MatchingConsumer Behavior [MKTG.301]
Dr. Carter 2K7
Effective Ethnic Segmentation Creates “Market Diversity” Within “Diverse Markets” …
… By Emphasizing INTRINSIC Ethnic PatternsInstead of EXTRINSIC Profiles of Race
ETHNICITY – the unifying cultural identity & traditional orientation of people who share a common history [e.g., beliefs, values, symbols, customs]
RACE – a class or kind of people with genetically similar physical & biological traits, characteristics, and tendencies [e.g., skin, hair, face features, body type]
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Ethnic Value MatchingConsumer Behavior [MKTG.301]
Dr. Carter 2K7
THIS CREATES A
“CULTURAL COMMODITY”
STRATEGY TOWARDS
ETHNICITY & MARKETS
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Ethnic Value MatchingConsumer Behavior [MKTG.301]
Dr. Carter 2K7
SECTION TWO:
A
“FREE-TRADE THEORY”
OF
“ETHNIC COMMERCE”
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Ethnic Value MatchingConsumer Behavior [MKTG.301]
Dr. Carter 2K7
The Beginning of “Market Diversity” …
… is the Freeing of Ethnic Identity from Ethnic Orientation
Ethnic Identity
• Fixed
• Collective
• Traditional
• Chain
• Intergenerational
• Self-referential
• Ends
Ethnic Orientation
• Fluid
• Individual
• Transitional
• Choice
• Situational
• Self-constructing
• Means
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Ethnic Value MatchingConsumer Behavior [MKTG.301]
Dr. Carter 2K7
“Market Diversity” is Driven by Ethnic Orientation …
… Just as Ethnic Identity Defines “Diverse Markets”
Ethnic Identity
• Ethos
• Demographics
• Bio-Genetics
• Ancestry
• Consummation
• Cultural Values
• Faith/Belief System(s)
Ethnic Orientation
• Logos
• Psychographics/Lifestyle
• Psycho-Genetics
• Access
• Consumption
• Market Values
• Financial/Barter System(s)
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Ethnic Value MatchingConsumer Behavior [MKTG.301]
Dr. Carter 2K7
In the Language of Markets, Ethnic Identity Defines People & Customer Segments …
… Whereas Ethnic Orientation Defines Products & Consumption Situations
Ethnic People & Culture Ethnic Products & Consumption
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Ethnic Value MatchingConsumer Behavior [MKTG.301]
Dr. Carter 2K7
Although Ethnic Identity is Authentically Created “Of” & “By” a Particular Ethnic Segment …
… Ethnic Orientation Forms/Expressions are Shared “For” All Ethnic Segments to Collaborate & Consume
Authenticity of Ethnic Identity“ROOTS”
Affinity of Ethnic Orientation“FRUITS”
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Ethnic Value Matching Consumer Behavior [MKTG.301] Dr. Carter 2K7
In “Free-Market” Societies like America …
… Ethnically Diverse Customers CHOOSE which Cultural Pool they Consume
“ETHNIC MENU”“Styles White* African Hispanic Asian Arab Others of Life”
Foods
Fashion
Fun
Function
Furnishings
Finance Facts*Note: Includes multiple European/Anglo ethnic groups
Fall 2004Ethnic Music Profiles “Sounds of Diversity”
Winter 2005Ethnic Automotive Profiles “Driving Diversity”
Fall 2005 & Spring 2006 – Ethnic Agri-Food Branding
FALL 2007 as well as Spring 2007; Fall 2006 & Winter 2002
Ethnic Fashion Branding
Fall 2001 – Packaged Foods Branding “New Product Works (NPW) “Ethnic Collection”http://www.arborstrategy.com/asg/newproductworks/newproductworks.html
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Ethnic Value MatchingConsumer Behavior [MKTG.301]
Dr. Carter 2K7
THIS CREATES A
“TRADE OF VALUES”
APPROACH TOWARDS
ETHNICITY & MARKETS
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Ethnic Value MatchingConsumer Behavior [MKTG.301]
Dr. Carter 2K7
SECTION THREE:
“CROSS-CULTURAL”
“ETHNIC MERCHANDISING”
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Ethnic Value MatchingConsumer Behavior [MKTG.301]
Dr. Carter 2K7
The Duality of Ethnic Identity & Ethnic Orientation …
… Permits Bi-Directional Application of Ethnic Marketing Strategy
Ethnic Customer/Market Pools[“Ethnic Identity”]
Ethnic Product/Service Pools[“Ethnic Orientation”]
Ethnic Marketing Strategy
Ethnic Marketing Strategy
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Ethnic Value MatchingConsumer Behavior [MKTG.301]
Dr. Carter 2K7
On One Hand, Mainstream Offerings can beCUSTOMIZED to Ethnically Diverse Markets …
Mainstream Offerings
Ethnic Offerings
Ethnically Diverse Market Customization
Multi-Ethnic Market Exploration
… On the Other Hand, Ethnic Offerings ElicitMulti-Ethnic Market EXPLORATION
DIVERSE
MARKETS
MARKET
DIVERSITY
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Ethnic Value MatchingConsumer Behavior [MKTG.301]
Dr. Carter 2K7
Global “Cross-Cultural” Analysis Techniques …
… Adapt Market Offerings to America’s World of Diverse Markets
Market Offering “X”
• Prod/Service Category• Performance Values
• Brand Image(s)• Design Features
• Practical Functions• Pleasurable Uses• Merchandising
Ethnic Segment “Y”
• Prod/Service Spending• Cultural Values
• Aesthetic Image(s)• Demographic Features
• Lifestyle Functions• Leisure Activity
• Language
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Ethnic Value MatchingConsumer Behavior [MKTG.301]
Dr. Carter 2K7
“Ethnic Value Matching” applies Market Segmentation …
… To Connect “Diverse Market” Customers with “Market Diversity” Offerings through “Mediating Processes”
SEGMENTATION
PEOPLE(customers)
• Ethnic Identity • Cultural Values
PRODUCTS(commodities)
• Ethnic Orientation • Market Values
PROCESSES(company)
• Market Mediation• Brand Strategy Values
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2. Select the “Old/New Country” Ethnic PEOPLE
3. Select the Focal Fashion PRODUCT Category
4. Profile Ethnic Identity of PEOPLE (Earth, Time, Culture, Values)
5. Profile Ethnic Orientation of Fashion PRODUCT (3Fs)
6. “Old/New Country” Cross-Cultural Adaptation
7. Brand Value PROCESS Triangulation (3Ts)
1. Understand Ethnic Market Segmentation Strategy
Ethnic Value MatchingConsumer Behavior [MKTG.301]
Dr. Carter 2K7
“Ethnic Value Matching” Consists of 7 Stages:
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Ethnic Value MatchingMKTG.301
Dr. Carter 2K7
We Use Concepts to Format Ethnic Market Profiles …
… Because Customer Data & Products Can Change,But the Value of Analysis Framed by Theory Remains!
CUSTOMER DATA
“CHANGE”
MARKETING THEORY
“REMAINS”
PRODUCTS/BRANDS
“CHANGE”
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Ethnic Value MatchingConsumer Behavior [MKTG.301]
Dr. Carter 2K7
SECTION FOUR:
YOUR PROJECT
“ETHNIC CUSTOMIZATION”
OF
FASHION BRAND ARCHITECTURE
25… Format “Live & Linked” Ethnic Fashion Reports
Ethnic Value MatchingMKTG.301
Dr. Carter 2K7
Customer Behavior Concept Frameworks …
IndividualContextual
Data
EnvironmentalPhysicalData
EnvironmentalContextual
Data
3 Roles
9 Values
Level
Processes
People
Products
NEW Triangulation
EthnicValue
Matching
(A) PEOPLE (B) PRODUCT
•Earth (space)
•History (time)•Culture (ethos)•Values (logos)
•Form (tangible “what”)•Function (intangible “how/when”)•Facilitation (meanings “why/which”
(C) PROCESS: *Triangulate (“match”) *Target (“market”) *Taste (“message”)
PersonalPhysicalData
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Ethnic Value MatchingMKTG.301
Dr. Carter 2K7
THIS CREATES
AN
“ETHNIC VALUE MATCHING”
PROPOSAL FOR
“NEW ETHNIC FASHION BRANDS”