Multicultural Marketing Trends in Retail Industry

Table of Contents

• I. EXECUTIVE SUMMARY, DEFINITION AND METHODOLOGY
• I MAJOR FINDINGS
• II EXECUTIVE SUMMARY
• III METHODOLOGY
• II. RETAIL MULTICULTURAL COMMUNICATIONS: DEFINING TARGETS AND GOALS
  • 2.1 INDUSTRY CONTEXT
  • 2.2 INCLUSION IN GENERAL MARKETING CAMPAIGNS
  • 2.3 UNDERSTANDING MARKET OPPORTUNITIES AMONG MULTICULTURAL CONSUMERS
  • 2.4 INCREASED BUYING POWER
  • 2.5 CULTURAL SENSITIVITY
• III. RETAIL MARKETING MULTICULTURAL SPECIFIC TRENDS
  • 3.1 COURTING MULTICULTURAL CONSUMERS
  • 3.2 GEOGRAPHIC CONSIDERATIONS
    • Census 2000 Summary: Percent of Persons Who Are Hispanic or Latino
    • Census 2000 Summary: Percent of Persons Who Are African American
    • Census 2000 Summary: Percent of Persons Who Are Asian
  • 3.3 LARGER RETAILER VS. SMALL BUSINESS
  • 3.4 PREFERRED MEDIA VEHICLES AND COMMUNICATIONS
• IV. COMPETITIVE ASSESSMENTS OF RETAIL COMPANIES TARGETING MULTICULTURAL CONSUMERS
  • 4.1 SEARS HOLDING COMPANY
    • 4.1.1 Context
    • 4.1.2 Multicultural Perceptions
    • 4.1.3 Marketing Effectiveness
  • 4.2 TARGET
    • 4.2.1 Context
    • 4.2.2 Multicultural Perceptions
    • 4.2.3 Marketing Effectiveness
  • 4.3 CIRCUIT CITY
    • 4.3.1 Context
    • 4.3.2 Multicultural Perceptions
    • 4.3.3 Marketing Effectiveness
  • 4.4 WAL-MART
    • 4.4.1 Context
    • 4.4.2 Multicultural Perceptions
    • 4.4.3 Marketing Effectiveness
  • 4.5 FEDERATED DEPARTMENT STORES
    • 4.5.1 Context
    • 4.5.2 Multicultural Perceptions
    • 4.5.3 Marketing Effectiveness
    • 4.6.1 Context
    • 4.6.2 Multicultural Perceptions
    • 4.6.3 Marketing Effectiveness
  • 4.7 IKEA
    • 4.7.1 Context
    • 4.7.2 Multicultural Perceptions
    • 4.7.3 Marketing Effectiveness
• III. DISCLAIMER
• X. APPENDIX