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Marketers Advised to Target Ethnic Preferences
Keywords: Ethnic Marketing
At the risk of stereotyping, new research is emerging to help brands make the most of their multicultural marketing efforts.
Online content preferences for each ethnicity are closely tied to the major drivers of their ethnic identity, according to a new report from Yahoo and Mindshare in participation with Added Value. |
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Car Campaigns for All Consumers
Keywords: Ethnic Marketing | Automotive
By 2016, the multicultural consumer segment will contribute $14 billion to the auto industry. The companies that will win the market are those that understand diverse consumers' beliefs, practices, intentions, consumption patterns and spending capabilities. Multicultural Marketing Resources Inc. asked experts in marketing to African-American, Hispanic, Asian-American, American Muslim and LGBT consumers to share market insights that automakers should consider when targeting these groups. |
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Who Uses Tablets and eReaders the Most?
Keywords: Asian-American Market | Hispanic Market
Asian-Americans Join Hispanics in Early Adoption of Emerging Devices
Asian-Americans are avid users of new devices and are among the first to buy tablets and eReaders. They join U.S. Hispanics on the top rungs of the technology early-adoption ladder. |
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Research Quick Hits
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Daily Sales Tip: Five Key Attributes of Salespeople
A recent survey of some 5,000 executives, conducted by a joint team at the Sales Executive Council and Marketing Leadership Council, asked the respondents to list 50 key attributes of salespeople in order of importance. Here are the top five:
1. Offers unique and valuable perspectives on the market.
2. Helps me navigate alternatives.
3. Provides ongoing advice or consultation.
4. Helps me avoid potential land mines.
5. Educates me on new issues and outcomes.
Each of these attributes speaks directly to an urgent need of the customer not to buy something, but to learn something. They're looking for salespeople to help them identify new opportunities to cut costs, increase revenue, penetrate new markets and mitigate risks in ways they may not recognize.
The message from the customer is clear: "Challenge me. Teach me something new."
Source: Adapted from The Challenger Sale, by Matthew Dixon and Brent Adamson
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