Ethnic Marketing in Germany (PDF)

Seminar paper from the year 2017 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,0, California State University, Fullerton, language: English, abstract: The development of Germany into a multicultural society represents important challenges that arise in the most diverse areas of the joint life. The actuality of this topic is evident in the numerous discussions, which are guided from the perspective of the respective area. So areas such as e.g. politics, pedagogy or working life with the changes that ethnic diversity brings with it. This economic area is seeing the importance and potential of a multicultural society. From this understanding, a new branch of marketing developed which is specifically oriented on ethnic groups - called Ethnic Marketing.

While the phenomenon of Ethnic Marketing has become an integral part of entrepreneurial trade and thinking in the USA, Great Britain and the Netherlands, the development lags behind in Germany. Only a few companies recognized the importance of ethnical groups as a the target group, while most companies are afraid of using it.

For this reason, it is the task of the marketing to manifest the trend and to develop the concept of Ethnic Marketing and especially to provide the companies with clear examples on how to use it.

The aim of this work is to provide an overview of the two largest ethnic minorities in Germany and to highlight the marketing potential of these target groups.