ABSTRACT
There are two aspects to marketing to an ethnic group. One, there will be some justification for marketers to devote exclusive resources to that group. Two, presumably, because they have achieved a certain size that is complemented by some degree of different behaviour. That is one of the principles of segmentation, of segmentation science. It is possible that they will become substantial and that there will be differences. By marketing to narrowly defined minority ethnic groups you are contributing to a better satisfaction of needs and wants.
