Summary Essay Example | Topics and Well Written Essays - 250 words - 85

Summary - Essay Example The authors provide useful information by indicating that minority ethnic groups are usually alternative consumers because they have a different culture compared to the mainstream population. The authors indicate that migration usually leads to increased presence of minority ethnic groups within a country. These groups are important, making it fundamental to consider their needs during marketing. In order to reach them, the marketers must embrace marketing strategies that are different from the macro community in the same country. In order to reach out to the minority ethnic groups, the marketers should apply procedures that several companies use when dealing with ethical problems. However, one may question such an ideology based on the divergent opinions from scholars and technocrats. It is impossible to apply organizational techniques to address the marketing needs of minority individuals. It is worth restating that failure to formulate comprehensive techniques would only lead to collapse of a marketing