Multicultural marketing

Multicultural marketing, also known as ethnic marketing, is a strategic approach in marketing aimed at specific ethnic audiences distinct from the majority culture within a country, often referred to as the "general market." This practice leverages the unique cultural attributes of ethnic groups—including language, traditions, celebrations, and religious practices—to effectively communicate with and persuade these audiences. In multicultural societies like the United States, marketers utilize cultural and ethnic diversity to develop targeted consumer segments. This entails tailoring marketing initiatives directly to the cultural insights and preferences of diverse consumer groups.

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