This document discusses multicultural marketing and consumer identity. It notes that consumer identity is shaped by many social and cultural factors like age, gender, race, ethnicity, lifestyle and disability. Marketers are changing their strategies to satisfy the needs of different consumer groups in a multicultural society by developing cultural compatibility with target markets and communicating shared brand and social identities. The document provides an example of McDonald's using a matrix marketing strategy to target specific ethnic groups like African Americans and Latinos through tailored advertising and community support.

1. Multicultural Marketing & Consumer Identity

2. In some cultures, an adolescent boy is sent off into the jungle to do combat with lions or tigers or bears (oh my!). Upon his (hopefully) triumphant return with carcass trophy in hand, he is awarded the status of manhood and all the perks that come with it. In our society, that man-child returns home with his driver's license. Let the games begin.

3. Goods and services have always been means to measure social station The social world, functions simultaneously as a system of power relations and as a symbolic system in which minute distinctions of taste become the basis for social judgment. PIERRE BOURDIEU .

4. The old system was keeping up with the Joneses," "The new system is keeping up with the Gateses."

5. Social forces Family School Pop culture Market Media Religion Culture Identity Values Verbal non-verbal Beliefs Self-perception World view Core Symbol Self-Identity Symbolic identity Group membership Communication Pattern Normative values Social Roles Consumer choice Knowledge of marketplace options Sources of product/brand information Attitude toward marketers Marketplace behavior

6. Consumer Identity in Multicultural America Source of Identity Age Gender Geography Race Ethnicity Lifestyle Disability Basis Shared experience Cultural roles Physical proximity Physica l similarities Shared values Shared AIO/behavior Special needs Consumer groups Teens/Baby boomer/Gen X,Y Men/Women NY, Small town Blacks/White AA/Latino Single/Gay. Smoker, DINC’s Hearing Impaired/Alcoholics

7. Multicultural Society Environmental Changes Creating a Multicultural Society Change in consumer identity Change in consumer needs/wants Economic needs Need satisfaction Preference and personal style -Consumption as a cultural medium -Express consumer identity -Reinforce/implement consumer values Changes in Marketing strategies Satisfying target market' needs Marketing mix program Communicate brand personality Develop a cultural compatibility with target market. Communicate brand values and social identities. Communicate brand values and social identity Traditional strategy Non-Traditional strategy

8. I. From profitability to shared interest between brands and consumer Consumer perception Usage pattern Competitive brands Brand loyalty & perceived value Corporate cultural identity Shared cultural interest Brand usage as expression of group identity Attribution perceived in price/value ratio. Brand image compatibility with user. Brand cultural and economic balance. Price/value ratio. Brand as an expression of community support . Corporate aesthetic presence in community, corporate impact on environment

9. From niche marketing to matrix market strategy McDonald’s Matrix strategy Niche Market- Mature Market African American Latino Asian American Strategy adjunct to main Identify with AA community Identify with multiple Latino groups No unique strategy Actions Hiring/use in ads Use target media Use AA in communication Use Spanish language Use Hispanic cultural setting Use Asian American ad Support AA commuinty

10. Class assignment Using the matrix marketing strategy, You need to develop a marketing strategy for UST targeting two of the following ethnic markets: Asian America African American Latino American Muslim American Objectives - expand the market share in the respected community by 15%. - Position Hamline as the leader in diversity higher education institution. Identify and develop the matching values between Hamline and the ethnic target markets. Your market plan should follow the same outline giving you. Bring your notes to class.

11. Immigration History USA