Multicultural marketing is a hot-button issue for many in the industry, but little market research exists about it. However, Multicultural Marketing Resources, Inc. is soliciting responses to an ongoing survey about multicultural marketing that it is conducting with research firm, Erlich Transcultural Consultants.
MMR has sent out nearly 3,000 questionnaires, but is inviting prospective participants to request a copy of the study by sending a business card by fax to 212/691-5969 or calling 212/242-3351. Deadline to return the survey is March 31.
MMR is a New York-based PR and marketing company representing businesses owned by minorities and women as well as corporations with multicultural news. Among the topics covered in the survey:
- corporations' interest in marketing to ethnic consumers and their plans for the next five years;
- estimates of growth in this marketing genre; and
- ranking of important issues.
| Which of the following audiences have you been most focused on sharing information with? | |
| 1. Customers | 50.00 [%] |
| 2. Suppliers/vendors | 20.27 |
| 3. Employees | 16.22 |
| 4. Media | 9.46 |
| 5. Policymakers | 2.70 |
| 6. Competitors | 1.35 |
| Have you developed a comprehensive plan to deal with potential Y2K related crises? | |
| 1. Yes, it's done | 10.81 [%] |
| 2. Yes, but it's not quite finished | 59.46 |
| 3. No, but we're thinking about it | 24.32 |
| 4. No | 5.41 |