LOG IN
ENROLL NOW
LEADERSHIP ON THE GO
Leadership On The Go
Explore the GU4L Leadership
Excellence Aacademy

Session:8 Marketing in a Diverse Marketplace

References

Principles of Marketing | Leadership Development – Micro-Learning Session

Rice University 2020 | Michael Laverty, Colorado State University Global Chris Littel, North Carolina State University| https://openstax.org/details/books/principles-marketing

1. Procter & Gamble, A Common Goal Drives Our Aspirations: P&G and the Hispanic Community, n.d., https://www.pg.com/images/company/who_we_are/diversity/multi/Hispanic%20Corporate%20Brochure%20-%20English.pdf.
2. OWN, “OWN and P&G Present: Widen the Screen—A Fuller View of Black Life,” May 20, 2021, YouTube video, 1:06, https://youtu.be/J11Vfgha6uc.
3. Jack Myers, “P&G’s Marc Pritchard Sets Diversity Priorities and Goals for Ad Community,” MediaVillage, October 6, 2021, https://www.mediavillage.com/article/pgs-marc-pritchard-sets-diversity-priorities-and-goals-for-ad-community/.
4. Jason Nazar, “13 Leadership Lessons from Zoom Founder and CEO Eric Yuan,” Entrepreneur, April 21, 2021, https://www.entrepreneur.com/article/368550.
5. Masaaki Kotabe and Kristiaan Helsen, Global Marketing Management, 8th ed. (Hoboken, NJ: Wiley, 2020), 252.
6. Helen Eboh Cletus et al., “Prospects and Challenges of Workplace Diversity in Modern Day Organizations: A Critical Review,” Holistica 9, no. 2 (August 2018): 35–52, https://doi.org/10.2478/hjbpa-2018-0011.
7. Sonia Thompson, “Data Shows Consumers Want Diversity in Marketing: Why Many Brands Struggle to Get It Right and How to Fix,” Forbes, February 5, 2020, https://www.forbes.com/sites/soniathompson/2020/02/05/data-shows-consumers-want-diversity-in-marketing-why-many-brands-struggle-to-get-it-right-and-how-to-fix/.
8. Shelby Jordan, “Why Is Diversity Marketing Important?,” Top Design Firms, November 11, 2020, https://topdesignfirms.com/web-design/blog/diversity-marketing.
9. Robert Williams, “Study: Diversity in Ads Correlates to Gains in Revenue, Brand Perception,” Marketing Dive, Industry Dive, October 2, 2019, https://www.marketingdive.com/news/study-diversity-in-ads-correlates-to-gains-in-revenue-brand-perception/564153/.
10. “The Heat™ Test: Measuring DEI Effectiveness in Advertising,” Deloitte Digital, Deloitte, last modified August 12, 2022, https://www.deloittedigital.com/us/en/offerings/customer-led-marketing/advertising–marketing-and-commerce/heat-test.html.
11. Louis Baragona, “Fans Are Furious after Tarte Unveiled Its New Foundations That Cater Almost Entirely to White People,” Insider, January 18, 2018, https://www.insider.com/tarte-cosmetics-shape-tape-foundation-range-2018-1.
12. Alexander Smith, “Pepsi Pulls Controversial Kendall Jenner Ad after Outcry,” NBC News, NBC Universal, April 5, 2017, https://www.nbcnews.com/news/nbcblk/pepsi-ad-kendall-jenner-echoes-black-lives-matter-sparks-anger-n742811.
13. Char Adams, “How Many Millions Could Pepsi’s Pulled Kendall Jenner Ad Cost the Company?,” Essence, updated October 26, 2020, https://www.essence.com/culture/kendall-jenner-pepsi-commercial-company-cost/.
14. Abby Budiman, “Americans Are More Positive about the Long-Term Rise in US Racial and Ethnic Diversity Than in 2016,” Pew Research Center, October 1, 2020, https://www.pewresearch.org/fact-tank/2020/10/01/americans-are-more-positive-about-the-long-term-rise-in-u-s-racial-and-ethnic-diversity-than-in-2016/.
15. Andre Anugerah Pekerti and David Clinton Thomas, “n-Culturals: Modeling the Multicultural Identity,” Cross Cultural & Strategic Management 23, no. 1 (2016): 101–127, https://doi.org/10.1108/CCSM-06-2014-0063.
16. Eva Kipnis et al., “Consumer Multicultural Identity Affiliation: Reassessing Identity Segmentation in Multicultural Markets,” Journal of Business Research 98 (May 2019): 126–141, https://doi.org/10.1016/j.jbusres.2018.11.056.
17. Canadiuga Wine Company, “Amendment No. 2 to Form S-3 Registration Statement under the Securities Act of 1933,” All SEC Filings, Constellation Brands, November 8, 1994, https://ir.cbrands.com/sec-filings/all-sec-filings?form_type=&year=1994##document-2239-0000950131-94-001692-2.
18. Alexia Elejalde-Ruiz, “Chicago, Long a Miller Stronghold, Has a New Top-Selling Beer: Modelo Especial Captures the City’s Sales Crown,” Chicago Tribune, September 5, 2019, https://www.chicagotribune.com/business/ct-biz-modelo-especial-growth-chicago-20190905-dq3xaw3npzdendkjsgtteyzvsy-story.html.
19. Annette Flanagin, Tracy Frey, and Stacy L. Christiansen, “Updated Guidance on the Reporting of Race and Ethnicity in Medical and Science Journals,” JAMA 326, no. 7 (August 17, 2021): 621–627, https://doi.org/10.1001/jama.2021.13304.
20. Claritas, The 2021 Hispanic Market Report: The New American Mainstream, 2021, https://www2.claritas.com/2021-Hispanic-Market-Report-Website.
21. Claritas, “Claritas Projects Hispanic Consumers Will Account for 67% of Total US Population Growth in the Next Five Years,” GlobeNewswire, September 20, 2021, https://www.globenewswire.com/en/news-release/2021/09/20/2299985/0/en/Claritas-Projects-Hispanic-Consumers-Will-Account-for-67-of-Total-U-S-Population-Growth-in-the-Next-Five-Years.html.
22. Christine Tamir, “The Growing Diversity of Black America,” Pew Research Center, March 25, 2021, https://www.pewresearch.org/social-trends/2021/03/25/the-growing-diversity-of-black-america/.
23. Abby Budiman and Neil G. Ruiz, “Asian Americans Are the Fastest-Growing Racial or Ethnic Group in the US,” Pew Research Center, April 9, 2021, https://www.pewresearch.org/fact-tank/2021/04/09/asian-americans-are-the-fastest-growing-racial-or-ethnic-group-in-the-u-s/.
24. Abby Budiman and Neil G. Ruiz, “Key facts about Asian Americans, a Diverse and Growing Population,” Pew Research Center, April 29, 2021, https://www.pewresearch.org/fact-tank/2021/04/29/key-facts-about-asian-americans/.
25. Tim Henderson, “Census Prompts Push for More Indigenous School Lessons,” Stateline (blog), The Pew Charitable Trusts, October 19, 2021, https://www.pewtrusts.org/en/research-and-analysis/blogs/stateline/2021/10/19/census-prompts-push-for-more-indigenous-school-lessons.
26. Victoria Petrock, “Consumers Expect Brands to Be Inclusive,” Insider Intelligence, November 25, 2020, https://www.emarketer.com/content/consumers-expect-brands-inclusive.
27. Jeffrey M. Jones, “LGBT Identification Rises to 5.6% in Latest US Estimate,” Gallup, February 24, 2021, https://news.gallup.com/poll/329708/lgbt-identification-rises-latest-estimate.aspx.
28. Michael Dimock, “Defining Generations: Where Millennials End and Generation Z Begins,” Pew Research Center, January 17, 2019, https://www.pewresearch.org/fact-tank/2019/01/17/where-millennials-end-and-generation-z-begins/.
29. Jessica Semega et al., Income and Poverty in the United States: 2019, Report No. P60-270 (Washington, DC: United States Census Bureau, September 2020), https://www.census.gov/library/publications/2020/demo/p60-270.html.
30. “New Index Ranks America’s 100 Most Disadvantaged Communities,” Affecting Change to Prevent & Alleviate Poverty, Poverty Solution at the University of Michigan, January 30, 2020, https://poverty.umich.edu/2020/01/30/new-index-ranks-americas-100-most-disadvantaged-communities/.
31. “Disability Impacts All of Us,” infographic, Disability and Health Promotion, Centers for Disease Control and Prevention, last reviewed September 16, 2020, https://www.cdc.gov/ncbddd/disabilityandhealth/infographic-disability-impacts-all.html.
32. National Business & Disability Council, “Disabilities in the United States,” infographic, The Viscardi Center, July 15, 2015, https://www.viscardicenter.org/wp-content/uploads/2016/09/2015_NBDC_MAP_InfoGraphic_Disabilities_in_the_United_States_market_07.15.15.pdf.
33. Merriam-Webster, s.v. “culture (n.),” accessed October 30, 2021, https://www.merriam-webster.com/dictionary/culture.
34. Mayra Rodriguez Ruiz and Neusa Olinda Varela Spínola, “Improving the Intercultural Communicative Competence of English Language Students,” Journal of Intercultural Communication, no. 49 (March 2019), https://immi.se/oldwebsite/nr49/ruiz.html.
35. University of Alberta, “Culture Is Key to Interpreting Facial Emotions,” ScienceDaily, April 5, 2007, https://www.sciencedaily.com/releases/2007/04/070404162321.htm.
36. Pavlína Springerová and Zdeňka Picková, “Aspects Determining the Auto-identification of Native Communities in Contemporary Peru,” Ethnologia Actualis 18, no. 1 (June 2018): 68–92, https://doi.org/10.2478/eas-2018-0010.
37. David M. Eberhard, Gary F. Simons, and Charles D. Fennig, eds., “How Many Languages Are There in the World?,” in Ethnologue: Languages of the World, 25th ed. (Dallas, TX: SIL International), accessed October 30, 2021, https://www.ethnologue.com/guides/how-many-languages.
38. Julie Otto, “Connecting with Hispanics in South Florida,” Sun Sentinel Media Group, August 22, 2018, https://www.sunsentinelmediagroup.com/blog/connecting-with-hispanics-in-south-florida/.
39. “Geert Hofstede,” People, The British Library, accessed October 30, 2021, https://www.bl.uk/people/geert-hofstede.
40. Heather M. Coon and Markus Kemmelmeier, “Cultural Orientations in the United States: (Re)Examining Differences among Ethnic Groups,” Journal of Cross-Cultural Psychology 32, no. 3 (May 2001), 348–364, https://doi.org/10.1177/0022022101032003006.
41. Monica Anderson, “Racial and Ethnic Differences in How People Use Mobile Technology,” Pew Research Center, April 30, 2015, https://www.pewresearch.org/fact-tank/2015/04/30/racial-and-ethnic-differences-in-how-people-use-mobile-technology/.
42. Juliana Menasce Horowitz, “Americans’ Views on Masculinity Differ by Party, Gender and Race,” Pew Research Center, January 23, 2019, https://www.pewresearch.org/fact-tank/2019/01/23/americans-views-on-masculinity-differ-by-party-gender-and-race/.
43. “Country Comparison,” Hofstede Insights, last modified June 21, 2021, https://www.hofstede-insights.com/country-comparison/china,japan,south-korea,vietnam/.
44. Geert Hofstede, Gert Jan Hofstede, and Michael Minkov, Cultures and Organizations: Software of the Mind, 3rd ed. (New York: McGraw-Hill, 2010).
45. “Working with Cultural Differences,” Our Thinking, Change Factory, accessed October 30, 2021, https://www.changefactory.com.au/our-thinking/articles/working-with-cultural-differences/.
46. Opal Tomashevska, “6 Key Differences Drive Multicultural Consumer Behavior,” CCUL Headlines, Carolinas Credit Union League, November 13, 2018, https://www.carolinasleague.org/news/426658/6-key-differences-drive-multicultural-consumer-behavior.htm.
47. Tomashevska, “6 Key Differences.”
48. “US Census Bureau Projections Show a Slower Growing, Older, More Diverse Nation a Half Century from Now,” Newsroom, United States Census Bureau, December 12, 2012, https://www.census.gov/newsroom/releases/archives/population/cb12-243.html.
49. Luis Noe-Bustamante, “Key Facts about US Hispanics and Their Diverse Heritage,” Pew Research Center, September 16, 2019, https://www.pewresearch.org/fact-tank/2019/09/16/key-facts-about-u-s-hispanics/.
50. Paul Taylor et al., “When Labels Don’t Fit: Hispanics and Their Views of Identity,” Pew Research Center, April 4, 2012, https://www.pewresearch.org/hispanic/2012/04/04/when-labels-dont-fit-hispanics-and-their-views-of-identity/.
51. Nicholas Jones et al., “Improved Race and Ethnicity Measures Reveal US Population Is Much More Multiracial,” America Counts: Stories behind the Numbers, United States Census Bureau, https://www.census.gov/library/stories/2021/08/improved-race-ethnicity-measures-reveal-united-states-population-much-more-multiracial.html.
52. Christine Tamir, “Key Findings about Black America,” Pew Research Center, March 25, 2021, https://www.pewresearch.org/fact-tank/2021/03/25/key-findings-about-black-america/.
53. Michael Chui et al., “A $300 Billion Opportunity: Serving the Emerging Black American Consumer,” McKinsey Quarterly, August 6, 2021, https://www.mckinsey.com/featured-insights/diversity-and-inclusion/a-300-billion-dollar-opportunity-serving-the-emerging-black-american-consumer.
54. Amanda Barroso, “Most Black Adults Say Race Is Central to Their Identity and Feel Connected to a Broader Black Community,” Pew Research Center, February 5, 2020, https://www.pewresearch.org/fact-tank/2020/02/05/most-black-adults-say-race-is-central-to-their-identity-and-feel-connected-to-a-broader-black-community/.
55. Jones et al., “Race and Ethnicity Measures.”
56. Budiman and Ruiz, “Key Facts.”
57. Budiman and Ruiz, “Key Facts.”
58. Budiman and Ruiz, “Key Facts.”
59. Barroso, “Most Black Adults.”
60. Maria Gomez Albrecht, “The Effect of Bicultural Acculturation among Hispanic Consumers’ Attitudes and Its Implications for Mobile Advertising” (PhD diss., Swiss Management Center University, 2020), unpublished.
61. Gomez Albrecht, “Effect of Bicultural Acculturation.”
62. Pew Hispanic Center, “Life Satisfaction, Priorities and Values,” in Between Two Worlds: How Young Latinos Come of Age in America (Washington, DC: Pew Research Center, December 2009), https://www.pewresearch.org/hispanic/2009/12/11/vii-life-satisfaction-priorities-and-values/.
63. Nielsen, Asian-Americans: Culturally Diverse and Expanding Their Footprint; The Asian-American Consumer 2016 Report, May 2016, https://www.nielsen.com/insights/2016/asian-americans-culturally-diverse-and-expanding-their-footprint/.
64. Kathleen Y. Kawamura, “Body Image among Asian Americans,” in Encyclopedia of Body Image and Human Appearance, ed. Thomas F. Cash (Waltham, MA: Academic Press, 2012), 2:95–102.
65. Jones, “LGBT Identification.”
66. “What Is Generation Alpha?,” Casey Connects (blog), The Annie E. Casey Foundation, November 4, 2020, https://www.aecf.org/blog/what-is-generation-alpha.
67. Centers for Disease Control and Prevention, “Disability Impacts All.”
68. The Lancet, “World Population Likely to Shrink after Mid-century, Forecasting Major Shifts in Global Population and Economic Power,” ScienceDaily, July 15, 2020, https://www.sciencedaily.com/releases/2020/07/200715150444.htm.
69. Luke Rogers, “US Population Grew 0.1% in 2021, Slowest Rate since Founding of the Nation,” America Counts: Stories behind the Numbers, United States Census Bureau, December 21, 2021, https://www.census.gov/library/stories/2021/12/us-population-grew-in-2021-slowest-rate-since-founding-of-the-nation.html.
70. AARP, “More Americans Working Past 65,” April 22, 2019. https://www.aarp.org/work/employers/americans-working-past-65/#:~:text=The%20%2478%2C000%20average%20earnings%20for,in%201962%2C%20the%20report%20says.
71. Jacob Olesen, “Color Meanings in Japan,” Color Meanings, last modified February 7, 2022, https://www.color-meanings.com/color-meanings-japan/; Meong Jin Shin et al., “Colour Preferences for Traditional Korean Colours,” Journal of the International Colour Association 9 (2012): 48–59, https://www.aic-color.org/resources/Documents/jaic_v9_05.pdf.
72. Nadra Nittle, “Brands Once Used Elitism to Market Themselves. Now Inclusion Sells,” The Goods by Vox, Vox Media, December 7, 2018, https://www.vox.com/the-goods/2018/12/7/18129445/brands-inclusion-fenty-third-love-victorias-secret.
73. “What Was the ‘Share a Coke’ Campaign?,” Coca-Cola Australia, Coca-Cola, September 2, 2019, https://www.coca-colacompany.com/au/faqs/what-was-the-share-a-coke-campaign.
74. Patrick Kevin Day, “Coca-Cola Super Bowl Ad Stirs Controversy,” Los Angeles Times, February 3, 2014, https://www.latimes.com/entertainment/tv/showtracker/la-et-st-coca-cola-super-bowl-ad-stirs-controversy-20140203-story.html.
75. “Dermal Fillers Market Size, Growth and Revenue Analysis,” Fortune Business Insights, accessed September 26, 2021, https://www.fortunebusinessinsights.com/industry-reports/dermal-fillers-market-100939.
76. “From Extreme to Mainstream: The Future of Aesthetics Injectables,” McKinsey & Company Our Insights, December 20, 2021, https://www.mckinsey.com/industries/life-sciences/our-insights/from-extreme-to-mainstream-the-future-of-aesthetics-injectables
77. GQ Staff, “Are Dermal Fillers Getting Popular Among Men Today?” GQ Grooming, September 28, 2021, https://www.gqmiddleeast.com/gq-partnership/why-are-men-getting-dermal-fillers-now#
©2025 GU4L.COM, ALL RIGHTS RESERVED | PRIVACY POLICY

LEARN | GROW | LEAD

Access Your Leadership Academy!

Evolutionary

Leadership Academy

Sign In

Leadership

Excellence Academy

sign in

Leadership

On the Go

Audiobooks

Sign In

Leadership

On the Go

Courses

Sign In

Go

LEARN | GROW | LEAD

Access Your Leadership Academy!

Evolutionary

Leadership Academy

enroll Now

Leadership

Excellence Academy

enroll now

Leadership

On the Go

Audiobooks

enroll Now

Leadership

On the Go

Courses

enroll now