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Title: Assignment 2: Case 2-8 “Tapping the Ethnic Housing Market”

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Q:

Assignment 2: Case 2-8 “Tapping the Ethnic Housing Market”

 

Write a 4-5 page report that answers the following:

Determine the opportunities and challenges facing housing lenders and real-estate agents across ethnic subcultures.

Based on the information in Tables A, B, and C, develop an overall marketing strategy

for targeting each of the following groups:

  a. African-Americans

  b. English Hispanics

  c. Spanish Hispanics

Based on the information in Tables A, B, and C, develop advertising campaigns including (a) overall positioning strategy and core theme, (b) key advertising copy points, (c) visual elements, and (d) key media outlets for:

  a. African-Americans

  b. English Hispanics

  c. Spanish Hispanics

Based on the information in Tables A, B, and C, determine the type of training materials that would be needed for lenders and real-estate agents to enhance their interactions with consumers from various ethnic backgrounds.

 


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Title: Assignment 2: Case 2-8 “Tapping the Ethnic Housing Market”

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Tapping the Ethnic Housing Market 1.docx  (84K)

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