Word: segmenting
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...economy. Major corporations like Pepsico, K Mart and J.C. Penney are going all out to win over free-spending ethnic consumers, recruiting minority marketing experts who speak each group's language and know their customs. "This is the era of ethnic marketing," says Gary Berman, president of Market Segment Research, a consumer specialist in Coral Gables, Florida. "Mass marketing worked when America was a cultural melting pot. But now you need a different message to suit the taste of each group...
...Saudi Arabia and Mongolia. The region's conservative nature makes it harder to probe delicate issues, but that hasn't stopped the network. Despite Chinese reticence toward discussing politics, MTV Asia veejay Rita Tsang got Chinese and Hong Kong teens to express candid opinions in "Changing Hands," a segment about the crown colony's 1997 return to China, beamed by satellite and cable into about five million Chinese homes. " AIDS at Your Doorstep" covered the disease and safe sex -- a bold move in places like South Korea, where an official told the network "there is no AIDS because there...
While each affiliate chooses its issues according to regional importance, they all convey a bedrock belief in tolerance, often attacking their subjects with in-your-face frankness. A recent MTV Europe news segment focused on Russian homophobia. Another network might have opted for tactfully restrained graphics, two men holding hands, perhaps, but the MTV piece started with a passionate on-the-mouth male kiss...
...movement he has led. Evangelical Protestantism has triumphed over other, sugarcoated brands, not least because his sincerity and his probity protected his movement from the stain spread by the moral and financial disasters of other high-wattage clerics. New studies show that . Evangelical church bodies are the largest segment in American religion in active membership, and the most committed...
...safety. At its most basic level, society is intended to safeguard its members from the chaos of the state of nature. But can life in many urban areas really be described as anything other than "nasty, brutish and short?" In this context, it is hardly surprising that a whole segment of the population feels disconnected from society, a society that cannot or will not protect them...