Frederick A. Palumbo

Market segmentation based on level of acculturation

In recent years companies have realized the importance of targeting their products and advertising efforts toward minority and ethnic groups. Globally, regional cultures have become more pronounced as waves of new immigration have begun to change the landscape for marketers. This paper examines the growing impact of immigrants in Europe and offers an American example of how to penetrate these emerging market segments. Of all the ethnic groups in the USA, Hispanic‐Americans are the fastest growing segment and the largest ethnic minority group. In Europe new immigrant groups are beginning to impact the economic, social and political scene. One area in which more research is needed is the effect of ethnic target marketing on both acculturated and un‐acculturated minorities. Today, it is essential that marketers divide their markets by country of origin and by level of acculturation.

Trade show: who, what, why

Although trade shows are a major portion of the marketing mix in the industrial marketplace, second only to personal selling and above advertising, very little has been researched on their function in industrial marketing. This paper reports the results of an extensive business survey of trade show usage, presents results, compares results to previous studies, provides analyses of the results, and recommendations to businesses to increase efficiency of trade show performance. Study indicates that few companies engage regularly and extensively in international trade shows, although most see the need. Also reports that the evidence suggests that some international companies generate as much as 70 per cent of their annual sales at trade fairs.

Innovation ‐ Japanese style

Within the last two decades, the Japanese economic machine has developed into the leading economy in the world on a per capita income basis and second only to the USA in GNP. Contends that Japan has virtually conquered the US consumer electronics, semiconductor, and machine tool markets and, except for quotas, would have done the same for the automotive segment. Various explanations are offered for Japan’s success and some say it is because of the Japanese ability to listen to and serve their customers by delivering quality merchandise at a low price, while others point to Japanese companies’ ability to innovate. Asks how truly innovative are the Japanese. In what ways do they struggle and prosper innovatively? Examines the notion of “innovation” and how it is accomplished in Japan; explores the positives and negatives of their innovative patterns; and discusses implications for the US and international competition.

Segmenting the U.S. Hispanic Market Based on Level of Acculturation

Abstract In recent years marketers have realized the importance of targeting their products and advertising efforts toward minority and ethnic groups. Commercials, packaging and products are all being tailored for African Americans, Asian Americans, and Hispanic-Americans. Modern advertising research has suggested that advertisers should be cognizant of differences within these ethnic groups. Of all the ethnic groups in the United States, Hispanic-Americans are one of the fastest growing segments and an important buying and voting bloc. One area in which more research is needed is the effect of ethnic target marketing on both acculturated and un-acculturated minorities, specifically the Hispanic market. Not only do marketers have to divide the Hispanic market by country of origin but by level of acculturation as well. As the Hispanic market keeps growing both in size and buying power, companies in a wide variety of industries will enjoy significant marketing opportunities. But since this young, burgeoning market is extremely diverse, marketers should be aware of extensive demographic and economic differences among the Hispanic household population.

Karoshi: Salaryman Sudden Death Syndrome

Much current Japanese popular discussion centres around the sudden death, at an early age, of Japan′s hard‐working white‐collar workers: karoshi – death from overwork – or Salaryman′s Sudden Death Syndrome. Officially it does not exist as the Government and big business are hesitant to legitimatize the phenomenon because of the response which, both local and international, it would evoke. Nonetheless, it is a common phenomenon. Describes karoshi, defines the extent of the phenomenon, and analyses its future impact on Japan and the world.

Japanese Consumer Protection

Japan′s consumers are said to be the most meticulous and demanding consumers in the world – expecting only the best in quality and service from the merchant. However true this may be, how protected are these consumers by their own government? In an irony of place and time, the world′s toughest consumers are probably the world′s least protected. Examines consumer protection laws and entitlements in Japan, how the disfranchisement of the Japanese consumer evolved, and projects future directions for the Japanese consumer movement.

Salaryman Sudden Death Syndrome

Much current Japanese popular discussion centres on the sudden death, at an early age, of Japan′s hard‐working, white‐collar workers: Karoshi (death from overwork) – Salaryman′s Sudden Death Syndrome. Officially, it does not exist, as the government and big business are hesitant to acknowledge the phenomenon in light of the growing need to become more productive. The current recessionary pressure and growing shortage of labour in Japan has exposed this social phenomenon. Describes karoshi, defines the extent of the phenomenon, explores changes that are occurring in Japan′s workforce and analyses the impact on Japan.

Trade Show/Fair Piracy and Industrial Espionage

ABSTRACT This article raises the concern that piracy and industrial espionage at trade shows and international fairs can adversely affect a firms competitive advantage. Trade shows are one of the premier opportunities for market intelligence gathering. Corporate intellectual property owners paint a dark picture of lost sales, lowered profits, and damaged brand reputations. Initial discussion examines the unique impact of trade events as a promotional medium while exposing companies to the theft of proprietary and intellectual property. Staff training for those manning the organizations booth or stand is crucial along with a vigilant eye for those auditing the trade event to obtain competitive information. This article is intended to open the discussion and alert corporate managers of the need to be vigilant and to improve the training of personnel representing the firm at exhibitions.

Industrial Trade Shows: A Review of What We Know

Industrial trade shows are the second most widely used promotional tool in the marketing mix for industrial firms, ranking after personal selling but well ahead of advertising and direct mail. Use of this medium continues to grow in number of shows, number of companies exhibiting, and dollars spent by vendors. Yet, with few exceptions, little research has been performed on trade shows. This paper reports results of a study, discusses the value of trade shows to an industrial firmOs performance, and offers recommendations.

A Longitudinal Study of the United Kingdom 1500‐1900

Before 1500 Britain was not considered a major European power. Three hundred years later Britain led the way for the Industrial Revolution and held sway economically and militarily during the nineteenth century. The twentieth century saw the United Kingdom lose her empire, her military leadership and, most of all, her capacity to lead the world in technological innovations. What were the circumstances which first thrust England into world leadership and then led her into technological decline? Examines the rise and fall in a sociocultural context and attempts to generalize the results into a modern context to understand better the innovation phenomenon.