Hi! Thanks for the question.
In terms of a straightforward definition from a dictionary here is an
overview of the concepts of urban and ethnic.
Urban – “relating to or concerned with a city or densely populated
area; "urban sociology"; "urban development" 2: located in or
characteristic of a city or city life; "urban property owners"; "urban
affairs"; "urban manners" [ant: rural]”
“Dictionary.com/urban”
http://dictionary.reference.com/search?q=urban&r=67
Ethnic – “relating to or being a member of an ethnic group; "ethnic
frontiers"; "ethnic Chinese in San Francisco" [syn: ethnical] 2:
denoting or deriving from or distinctive of the ways of living built
up by a group of people; "influenced by ethnic and cultural ties"-
J.F.Kennedy; "ethnic food" [syn: cultural]”
“Dictionary.com/ethnic”
http://dictionary.reference.com/search?q=ethnic&r=67
So in terms of word definitions urban (or its counterpart rural)
speaks of location and ethnicity talks about of being related to a
group by race and culture.
In a marketing viewpoint however, the term “urban” is seen rather
differently.
Urban Marketing - “Urban marketing refers to a particular
multicultural lifestyle and mindset. It is not based on race,
ethnicity or locale. Urban mindsetters can live in the suburbs, but
it’s their mindset of trend setting and early adopting of new
products, among other characteristics, that make them Urban.”
Ethnic Marketing – “Ethnic marketing involves to tapping into and
leveraging a group’s culture and roots in developing communications
and marketing strategies.”
“Best Practices: The Art of Marketing to Culturally Diverse Audiences”
http://blhconsulting.net/Pages/Holmes%20Report1.htm
“However, marketers need to be careful when making the distinction
between urban and ethnic marketing. “There is a major difference
between ethnic marketing and urban marketing,” said Jeff Lin, CEO of
Admerasia, an Asian-based ethnic marketing agency in New York. “Ethnic
marketing speaks to the group’s culture and roots, while urban
marketing refers to a particular lifestyle. It is important that they
balance their use of the two techniques to talk directly to their
target audiences.” When targeting particular ethnicities, urban
marketing does not dig deep enough into these specific groups to
effectively reach them.”
“The Marketing Implications Of Urban Spraw”
http://www.blackperspective.com/pages/mag_articles/spring2002_urban.html
So you can see that in marketing terms the word “urban” does not
connote location anymore but more of a market’s particular mindset and
lifestyle. The term “ethnic” retains its characteristic of being
closely rooted in race and culture that a marketing strategy should
exploit.
The following articles provide deeper insights about the concept of
urban and ethnic marketing, which would be valuable to your research.
The first link is in PDF format so you will need a reader like the
Adobe Acrobat to read it. If you haven’t installed it in your PC, you
can download it here
(http://www.adobe.com/products/acrobat/readstep2.html).
“The Future of Ethnic Marketing”
http://130.195.95.71:8081/www/ANZMAC2000/CDsite/papers/p/Pires1.PDF
“The New Urban Space: From Matrix to Multiverse”
http://216.239.33.100/search?q=cache:KW-khOZnP8kC:www.washspkrs.com/news2.cfm%3Fnewsitem%3D115+%22urban+marketing%22+definition&hl=en&ie=UTF-8
Search terms used:
urban ethnic marketing definition
I hope these links would help you in your research. Before rating this
answer, please ask for a clarification if you have a question or if
you would need further information.
Thanks for visiting us.
Regards,
Easterangel-ga
Google Answers Researcher |
,
0 Comments
)