Living Day to Day--low education and income, price conscious, pessimistic about the future.
98. Target, the national retailer, is opening several new stores in predominantly Hispanic communities. Explain how Target should modify its business to adequately serve the needs of this market.
Page: 171-174 Difficulty: moderate
The primary retailing responses to this market have been increasing the number of bilingual salespeople; the use of Spanish language signs, directions, and point-of-purchase displays; and merchandise assortments that reflect the needs of the local Hispanic community. Additionally, though, since Target also will be communicating with these consumers through advertising, for example, store managers need to be aware that Hispanics often speak Spanish and often prefer Spanish-language media. Serious attempts to target Hispanics will often involve Spanish-language media as well as mass media. There are several Spanish-language TV networks in the United States as well as widespread Spanish language radio, magazines, and newspapers. Successfully communicating to Hispanic consumers involves more than directly translating ad copy from English to Spanish.
99. Discuss the emerging trends regarding the Asian American market that are worth watching.
Page: 177 Difficulty: moderate
First is geographic concentration, which has historically been high and appears to be increasing. Over half of all Asian Americans reside in just five cities (Los Angeles, San Francisco, New York, Honolulu, and Chicago). Roughly 75 percent of all Asian Americans live in just six states (California, New York, New Jersey, Hawaii, Texas, and Illinois). Immigration is one of the factors fueling the growth of this population. A second trend is toward an increase in skilled workers from Mandarin-speaking regions of mainland China. A final trend is one which is common to all subcultures, and that is the youth trend. Roughly a third of Asian Americans are under the age of 18, and this second generation (sometimes referred to as Generation 2.0), which was born in the United States, is like the African American and Hispanic youth, still tied to their roots, but blending languages and cultures, influencing general U.S. culture, and fueling trends in fashion and music.
100. Much of the American value system and the resultant political and social institutions are derived from the Christian beliefs of the early settlers. Discuss the forms Christianity takes in this country.
Page: 182-184 Difficulty: moderate
Christianity takes many forms in this country, each with some unique beliefs and behaviors: Roman Catholics, Protestants, and Born-Again Christians.
Roughly 25 percent of American adults are Roman Catholic. The Catholic church is highly structured and hierarchical, the pope is the central religious authority, and individual interpretation of scripture and events is minimal. A basic tenet is that a primary purpose of a marital union is procreation, resulting in a larger family size for Catholics than for Protestants. The Catholic church is ethnically diverse, and Hispanics have fueled much of the Catholic growth since 1960. Catholics have very few consumption restrictions or requirements associated with their religion.
Approximately 52 percent of American adults identify themselves as Protestant. While there is significant diversity within this religion, most emphasize direct individual experience with God as a core tenet. The emphasis on individual responsibility and control has been credited with creating a strong work ethic, desire of scientific knowledge, a willingness to sacrifice for the future, and relatively small families. Some subcultures within this religion prohibit the consumption of certain products (e.g., stimulants such as caffeine prohibited by the Mormon Church and alcohol prohibited by the Southern Baptist church).