Ethnic Marketing in Germany

Based on ethnic minorities

Term Paper , 2017 , 27 Pages , Grade: 1,0

Communications - Public Relations, Advertising, Marketing, Social Media

The development of Germany into a multicultural society represents important challenges that arise in the most diverse areas of the joint life. The actuality of this topic is evident in the numerous discussions, which are guided from the perspective of the respective area. So areas such as e.g. politics, pedagogy or working life with the changes that ethnic diversity brings with it. This economic area is seeing the importance and potential of a multicultural society. From this understanding, a new branch of marketing developed which is specifically oriented on ethnic groups – called Ethnic Marketing.

While the phenomenon of Ethnic Marketing has become an integral part of entrepreneurial trade and thinking in the USA, Great Britain and the Netherlands, the development lags behind in Germany. Only a few companies recognized the importance of ethnical groups as a the target group, while most companies are afraid of using it.

For this reason, it is the task of the marketing to manifest the trend and to develop the concept of Ethnic Marketing and especially to provide the companies with clear examples on how to use it.

The aim of this work is to provide an overview of the two largest ethnic minorities in Germany and to highlight the marketing potential of these target groups.

Inhaltsverzeichnis (Table of Contents)

• 1. INTRODUCTION
• 2. THE DEMOGRAPHIC DEVELOPMENT IN GERMANY.
• 3. DEFINITION ETHNIC MARKETING
• 4. EMIGRANTS AND LATE RESETTLERS .
  • 4.1. INTEGRATION STAND
  • DEMOGRAPHIC GATHERING AND SOCIOECONOMIC STRUCTURES
  • CULTURE AND CONSUMER BEHAVIOR..
  • 4.2. MEDIA USAGE
• 5. GERMAN TURKS
  • 5.1. DEFINITION............
  • 5.2. INTEGRATION STAND
  • 5.3. DEMOGRAPHIC GATHERING AND SOCIOECONOMIC STRUCTURES
  • 5.4. CULTURE AND CONSUMER BEHAVIOR.............
  • 5.5. MEDIA USAGE
  • 5.6. ADVERTISING EXAMPLES.
• 6. CONCLUSION

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This work aims to provide an overview of the two largest ethnic minorities in Germany, highlighting their marketing potential. The study seeks to understand the demographics, integration status, cultural preferences, and media consumption patterns of these groups, thereby presenting clear examples of how to leverage Ethnic Marketing strategies.

• The demographic development of Germany and its ethnic minorities.
• The definition and application of Ethnic Marketing.
• The integration and socioeconomic structures of ethnic minorities in Germany.
• Cultural and consumer behavior of ethnic minorities.
• Media usage patterns within different ethnic groups.

Zusammenfassung der Kapitel (Chapter Summaries)

• Chapter 1: Introduction: This chapter introduces the concept of Ethnic Marketing and its importance in Germany, highlighting the growing diversity of the country and the need for companies to adapt their marketing strategies.
• Chapter 2: The Demographic Development in Germany: This chapter examines the demographic trends in Germany, focusing on the number and characteristics of immigrants and ethnic minorities. It explores different categories of foreigners and their impact on the population.
• Chapter 3: Definition Ethnic Marketing: This chapter delves into the definition and concepts of Ethnic Marketing, highlighting its application and importance in understanding and targeting diverse consumer segments.
• Chapter 4: Emigrants and Late Resettlers: This chapter explores the integration status, demographic characteristics, cultural and consumer behaviors, and media usage of emigrants and late resettlers in Germany. It examines the challenges and opportunities associated with this diverse group.
• Chapter 5: German Turks: This chapter focuses on the German Turkish population, discussing their demographics, integration status, cultural and consumer behaviors, and media preferences. It also provides examples of advertising tailored to this specific group.

Schlüsselwörter (Keywords)

Ethnic Marketing, Germany, Multicultural Society, Ethnic Minorities, Turkish Population, Integration, Demographics, Consumer Behavior, Media Usage, Advertising, Target Groups, Cultural Diversity, Purchasing Power.

• College: California State University, Fullerton
• Grade: 1,0
• Author: Ekaterini Dimitrakudi (Author)
• Publication Year: 2017
• Pages: 27
• Catalog Number: V368418
• ISBN (eBook): 9783668459212
• ISBN (Book): 9783668459229
• Language: English
• Tags: Multicultural Marketing, German Turks, German Russians, Ethnic Marketing, Ethnic minorities, Germany