Le marketing ethnique est-il éthique et légitime ?
Date de publication :
03/09/2008
Langue :
Anglais
Format :
.doc
Nombre de pages :
38 pages
Sommaire :
Sommaire
- What is ethnic marketing?
- Some definitions to start
- The origin of this concept
- A concept with numerous applications
- An unsettled marketing concept
- Ethnic marketing, a concept with different faces
- What are the ethnic marketing targets? What are the main sectors concerned?
- A marketing approach with different stakes
- Ethnic marketing applications
- Behavioural analysis of the ethnic consumer
- Application degree in different geographical areas
- Ethnic marketing and its strategies
- Case study of one precise brand: ?L'Oréal?
- Supplementary examples of products submitted to ethnic marketing
- Ethnic marketing and ethic
- Ethnic marketing: a kind of social discrimination?
- What do companies have to plan in order to respect ethic and be effective in their strategy at the same time?
Résumé :
On the other hand, some people believe that this marketing concept do not respect ethic because of the fact that marketers have to segment the population according to race and cultural criteria, which could mean that the society is composed of cultures and sub-cultures, from a negative point of view.
That is why we can wonder if ethnic marketing is really ethical and legitimate.
So, in order to understand clearly this phenomenon, we will first define ethnic marketing (definitions and origin particularly). Then, we will talk about the applications of this precise marketing concept (study of one precise brand: "L'Oreal" and its wide range of products in different areas of the world, strategies & 4P's). And finally, we will try to see if this marketing concept really respects ethic (by studying some scandals examples, problems, and the different ways that have been used to solve it).
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