Ethical Issues in Ethnic Segmentation and Target Marketing

Abstract

In light of increasing diversity in the marketplace, marketers more than ever are using ethnic segmentation and marketing to reach various consumer groups. While some companies have become increasingly sophisticated in marketing to ethnic consumers, others’ attempts have misfired and created much controversy, calling for a closer examination of the validity and potential pitfalls of ethnic segmentation and marketing. This research analyzes the ethical issues associated with ethnic segmentation and marketing, and explores managerial implications for devising effective and socially responsible marketing programs.