Assignment 2: “We tend to think of culture in terms of race and ethnicity when in reality people can share a common identity based on other types of group membership. For example, Morse treats the LGBT community as a culture. Write 3-page paper/essay about another ethnic group (select any group from the top 3 ethnic groups in the USA) that can be treated as a cultural segment from a marketing perspective. Give an overview of the group’s characteristics, explain why you feel this group can be targeted as a culture and why they are an attractive segment to target and discuss how marketers reach out to this group and provide suggestions”.

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