Tóm tắt
Reports on problems with coupon use experienced within ethnic
subcultures by presenting the results and implications of a study of
retailers in the Philadelphia/Southern New Jersey area. Argues that
marketers are challenged to understand the intricacies of ethnic markets
as they grow in number and size in the USA. Suggests that marketing
strategies that are successful in mass markets, such as couponing, are
likely to operate differently in ethnic subcultures, such as Hispanic
and Chinese markets. Recommends a retail perspective that uncovers
potential problem areas encountered by retailers, consumers, and
manufacturers alike.
