This type of marketing focuses on creating effective communication methods and mixing with each of the diverse groups active in the market. Because different consumer groups have experiences in different cultural and social settings therefore diversity marketing recognizes the importance of cultural programming and acknowledges the consumers accordingly. Different cultural programming, the tastes, values, expectations, beliefs, ways of interaction, ways of entertainment and lifestyle preferences of these groups tend to be different from others so these differences require the creation of customised marketing strategies.
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