How can marketers mis-step when focusing

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Question: Let's apply what we've learned to the Hispanic market. You are a marketing manager for a Los Angeles based company who is looking at expanding abroad as well as within the USA. You recently read the Diaspora Marketing and Chen et al. articles but you know they are both almost 10 years old. Do you think it makes sense to focus on a specific cultural or ethnic group (like Hispanics)? Are there other ways you'd suggest to segment consumers? How can marketers create positive brand value when focusing on specific ethnic groups? How can marketers mis-step when focusing on specific ethnic groups? As a younger person, what types of cultural/ethnic targeting would make you like/avoid a brand? Discuss in depth.

Reference no: EM133753919

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