Many Cultures One Market | Asian American Insights

Asian American Insights

For a variety of sameday payday loan reasons, few marketers in the U.S. have much real knowledge about the Asian Pacific American market. In a few cases, this is due to lack of data, but in the main, it is lack of insight. This is particularly true when marketers are exposed to table after table of demographics that offer little or know interpretation as to what those numbers really mean. We hope to provide you with a different perspective – one that provides useful insights that will help you get to that common goal of all companies – an improved online loan application ROI.

The Asian Pacific American market can be targeted, reached and understood in fairly simple terms provided that basic marketing principles are applied to the process. Anyone wanting to enter into the APA market will still have to do a considerable amount of work – just as they would with any other target group. However, those adopting the current conventional wisdom of the bulk of the APA “marketing experts” are bound to experience the same anxieties felt by those who have entered and exited the market out of frustration.
There is personal loan quote not single marketing model that can be applied to all ethnic groups. Marketers cannot reach the APA market merely by taking a program used to reach African American or Hispanic markets and simply change a face or a language. The APA history in the U.S., immigration patterns, status, acculturation process, demographic make-up and psychographic tendencies all demand a different approach for marketers to be successful in reaching an APA audience.
A true Pan-Asian culture is emerging, fueled by both demographic and cultural forces. Rapid assimilation, increasing geographic diversity, the lessening importance of ethnic enclaves loan financial and inter-ethnic marriage coupled with shared cultural values is driving a real Asian Pacific America.
Marketing fundamentals must be stressed when reaching out to APAs. The APA market should be entered by companies with a single focus – ROI. The discipline used to approach the mainstream market is no different than what should be used to reach the APA market. Defining goals, establishing metrics and evaluating results should be built in from the start. Sound use of marketing fundamentals nuanced to the APA market trumps who is actually doing the work.

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The APA market is not impenetrable. There exists a simple, rational approach in reaching the APA market is you are ready to accept the New Paradigm. Understanding the Americanization Dynamic, the Own-Race Effect and English as a Common Denominator, can erase the strongest arguments for not racing out to the APA marketplace.
The APA market has some inherent “extras.” By identifying what drives consumers, not only from a product use perspective, but also from ethnographic measures, marketers can evaluate the “bonus” received when reaching out to the APA market.

Testimonials

This is a “must-have” guide to marketers to address Asian Pacific Americans. You will gain useful insights that enable development of relevant strategies and marketing plans to effectively address one of the key target markets in America.

Moni Miyashita
Vice President, M&A Strategy & Investments
IBM

Finally, an accessible, practical and intelligent guide to the Asian American population. This book will inspire you to marketing efforts that are much more likely to succeed because it is full of contemporary cultural insight and explains the past without stopping there. For any marketers in the multicultural space, I highly recommend it.

Sarah Patterson
Senior Vice President – Planning Director
Leo Burnett

In order to write a book, one needs wisdom. Mr. Kumaki has it in spades. Most marketing books are self-promotion fluff. Bob writes from the heart and the head. If you want the real truth about the multiple-faceted Asian American market, you’ve found the wisdom you need.

Mark Rukman
Vice President – Planning Director
Young & Rubicam

A wonderful source for both advertising /marketing professionals and those looking to teach students about the increasingly diverse US marketplace.

Hong Chen
Associate Professor – Scripps School of Journalism
Ohio University