Marketing and Consumer Identity in Multicultural America

Citation

Kelley, C.A. (2001), "Marketing and Consumer Identity in Multicultural America", Journal of Consumer Marketing, Vol. 18 No. 6, pp. 534-542. https://doi.org/10.1108/jcm.2001.18.6.534.2

The 2000 census found the population of the USA to be more diverse than ever before. Ethnic diversity is ever more striking in large states such as California, Texas, Florida and New York. How are marketers going to effectively target growing population segments? How do diverse population segments differ in terms of their values, buying patterns and responses to varying marketing tools? Many of these questions are asked and answered in Marye C. Tharp’s new book Marketing and Consumer Identity in Multicultural America. The book’s writing style is clean, crisp and concise, making it a “must read” for any marketer who is interested in trying to understand the diverse consumer groups that make up today’s USA.

The introductory chapters of Marketing and Consumer Identity in Multicultural America deftly navigate the reader through the changes in the marketing environment that have led to what is known as the multicultural society. A plethora of print advertisements are sprinkled throughout these chapters to give the reader a sense that the old notion of treating America as a mass market really is dead. Of particular interest is a series of ATT print advertisements that illustrate the different images it uses to target Filipinos, Latinos, African Americans and Generation X. Although it would be easy to get bogged down in a mountain of census figures, Tharp manages to incorporate only what is needed to spark the reader’s imagination regarding the magnitude of the various population segments.

The third chapter identifies seven shifts in marketing that have occurred as a result of a multicultural USA. Among the shifts that are discussed are from long‐term profitability to sharing interests; niche marketing to matrix market planning; mass markets to mass choices; market segmentation to market identification; brand management to market specialists; mass communication to consumer dialogue; and extensive to intensive market information.

Separate chapters are devoted to covering various population segments. The chapter on mature Americans focuses on describing who they are and evaluating their economic and political strength. Tharp suggests that the key to marketing to mature Americans is to understand what it is like to be old in a youth‐oriented society. The chapter also explores proper media usage and shopping styles of mature consumers.

Ernest W. Bromley teams with Tharp in dissecting the Latino market so that the reader may understand the consumers in this group. The chapter begins with definitions of Hispanic and Latino consumers and why it is important to understand the difference. The chapter describes how family, church and language are symbols of Latino values. Various marketing tools are discussed relative to search strategies and buying preferences of Latino consumers. Several print advertisements effectively illustrate differences in marketing to this rapidly growing segment of US society.

Jerome D. Williams collaborates with Tharp in presenting how African‐American diversity and cultural values lead to understanding African‐Americans as consumers. Among the insights provided are that African‐Americans account for over 8 percent of US consumer spending. The authors note that successful marketing campaigns targeting African‐American consumers must begin with treating these customers with respect.

In Chapter 7 Tharp presents a profile of gay Americans in terms of demographics, lifestyles and politics. Tharp points out the importance of endorsements in the media mix used to market to gay Americans. The chapter ends with several examples of marketing to gay consumers and their response to various marketing strategies.

Last but not least, Satomi Furuichi, Carrie La Ferle, and Wei‐Na Lee combine with Tharp to discuss Asian‐American consumers. The chapter begins with a description of the differences in the numerous subgroups that represent the Asian‐American segment. The reader is convinced that cultures and traditions heavily influence the use of the marketing tools designed to reach this segment of the population. A weakness in this chapter is that, due to space limitations, Asian‐Americans were aggregated into one category, and therefore, much of the richness that exists between various Asian cultures is lost.

If there is a weak spot to Marketing and Consumer Identity in Multicultural America it is that some of the citations come from the early‐to mid‐1990s. Of course, just recently‐released census figures were not available when the book went to press. Still, one has to wonder how much has changed in marketing to these diverse groups even in five to seven years. In addition, the chapters on African‐Americans, Latinos, gay Americans and Asian‐Americans got bogged down in a lot of tables of numbers. And, more marketing examples could have been included. Still, Marketing and Consumer Identity in Multicultural America does accomplish its stated purpose. It should be recognized that there is so much diversity in the USA that some summary of subcultures needed to be done; otherwise the book would be hopelessly mired in minutia.

The key to effective marketing is to understand exactly who your market is and how it responds to various marketing strategies. Marketing and Consumer Identity in Multicultural America is an excellent starting place to understand vital and growing consumer segments in the USA. Although the book is targeted more as a supplement for a marketing management class in an academic environment, marketing practitioners will find it an excellent starting point for shaping marketing strategies that target one or more consumer groups covered in the book.