Also known as – Multicultural marketing, or ethnic marketing and cross-cultural marketing.  All involves the application of ones unique marketing techniques in order to access the ethnic market. ‘The ethnic market; refers to those cultures other than the majority culture in that area and is significantly more paramount in some countries, example in countries such as the USA, UK, Canada etc, than in others. Cross cultural marketing strategies involve recognising a cultures traditions, beliefs, values, norms, language and religion, gaining a greater understanding, and knowledge of each ethnic group, and applying these aspects learnt to marketing and advertisements in order to cater to that particular culture’s needs, while enabling an engagement with the brand, goods or service being advertised or positioned to those cross cultural group.

 

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