If target marketing matters, and it does, Hispanic is a weak marketing term. So is “white” or “African-American”– Just because all Hispanics speak Spanish does not mean that Cubans, Puerto Ricans and Mexicans are similar; same with people of
European or African ethnicity. Let’s think some more about “microcultures”.
In 1999-2003, Ford Motor Company sold over 400,000 Taurus model cars per year. In 2007-2011 the Taurus averaged approximately 60,000 vehicles sold per year.
Consumers, especially younger consumers like Millennials, dislike having the same exact stuff as their neighbors.
Chris Anderson is the editor of Wired Magazine. He examines marketing and cultural topics from different perspectives than traditional business thinkers. He blends science, business, culture, and technology and makes you think about conventional wisdom.
The article in the link below is an excerpt from a marketing concept he discussed in a book approximately six years ago. Please read it and share you opinion on the author’s concept of niche marketing and the end of big, ubiquitous distribution we commonly saw in the 1970s-2005 era. Do you think we are in a new era of customization and why?
https://www.wired.com/2004/10/tail/
INCLUDE DATA AND/OR STATISTICS
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