Target marketing is based on fundamental marketing principles that are employed by just about all firms across all types of products and toward all types of audience segments. As the nation undergoes dramatic demographic shifts, moving today’s ethnic minorities to the majority in many geographic areas, target marketing to ethnic groups will increase. The marketing strategies used by beverage, food, and consumer product manufacturers are based on a thorough understanding of 1) the environmental context in which consumer decisions are made, 2) an insider’s perspective of urban.
