The document discusses market segmentation based on ethnicity, focusing on Central Americans and their employment sectors, beneficial markets, and immigration patterns. It also highlights demographic trends among Asian-Americans, including consumer behavior and preferences for certain brands. Additionally, it references the notable impact of NBA player Jeremy Lin on viewership and merchandise sales, particularly for the Knicks.

1. SEGMENTATION ANALYSIS
ethnicity

2. SEGMENTATION ANALYSIS
ethnicity
market segmentation:
* the process of dividing a market into
meaningful, relatively similar, and identifiable
segments or groups.

3. SEGMENTATION ANALYSIS
ethnicity
eth-nic-i-ty:
* traits
* background
* allegiance
* association

4. Central Americans
(Costa Rica, Brazil, Nicaragua, Panama, Guatemala,
El Salvador, Honduras)
Top Occupations/Employment:
* Men
- Construction, Extraction, Transportation (39.9%)
- Service Industry (24.5%)
- Manufacturing, Installation, Repair (15.7%)
* Women
- Services (42.3%)
- Administrative Support (12.9%)
- Manufacturing & Repair (11.2%)

5. Central Americans
(Costa Rica, Brazil, Nicaragua, Panama, Guatemala,
El Salvador, Honduras)
Top Benefical Markets:
* Telecommunications
* Imported Beer
* Soda
* Perfume
* Video Games

6. Central Americans
(Costa Rica, Brazil, Nicaragua, Panama, Guatemala,
El Salvador, Honduras)
Immigration to America:
* California
* Texas
* Arizona
* New Mexico
* Florida

7. United Kingdom
(Scotland, England, Ireland, Wales)
Most likely to immigrate to:
* Australia
* Spain
* USA
* France
* Germany

8. United Kingdom
(Scotland, England, Ireland, Wales)
Top Companies:
* HSBC Holdings (Investor Relations)
* Royal Dutch Shell (Energy)
* BP (Energy)
* Royal Bank of Scotland (Financial Services)
* Barclays (Financial Services)

9. United Kingdom
(Scotland, England, Ireland, Wales)
Top Occupations/Employment:
* Services (80%)
* Industrial (18.2%)
* Agriculture (1.4%)

10. Asian-Americans
Largest Segments:
* Chinese
* Filipino
* Asian Indian
* Vietnamese
* Korean
* Japanese

11. Asian-Americans (Chinese)
Consumer Approach:
* Chinese tend to be price-conscious
* Asian Indians conscious of high price and high value
and loyal to strong brands
* Vietnamese conscious of quality and value
* Koreans prefer name brands to lower prices
* Japanese value name brands over price

12. SUPER LINTENDO
-Born in Palo Alto, California
-Graduated from Harvard
-Parents emigrated from Taiwan
As of Feb. 15, 2012:
* Knicks television broadcasts have increased by 70%
* Publicly traded stock of Madison Square Garden is at
an annual high
* Lin’s jersey is #1 selling jersey on NBA.com
* NBA arenas are selling out for Knicks games
* In a month’s time, Nike plans to roll out a set of
promotional pieces featuring the 23-year old
sensation