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CSUB MKTG 301 - OVERVIEW of Ethnic Value Matching Project

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Slide 1Slide 2Slide 3Slide 41OVERVIEW of THE ETHNIC VALUE MATCHING PROJECT:Capturing Customer Culture Old & New[MKTG.301; Dr. Carter]A. OUR VIEW of ETHNICITY is: 1) UNIVERSAL (Collective, Inclusive, Integral, Holistic, Plural) vs. only “diverse” & “minority” http://www.pluralism.org/index.php* Conventional View >> Race + Ethnicity = Minority >> Marginal/Few* Collective View >> Ethnicity = EarTH (origin) + NeCessITY (objective) >> Universal/All 2) PERSONAL “TIME/PLACE AWARENESS” – Anyone, Anytime, Anywhere (just recognize)… Calendar link (“time”) & San Joaquin Valley links (“place”) 3) DEPTH (history) & BREADTH (heredity) of DIVERSITY [“Ethnic Identity” & “Old Country”] -- Richness of traditional & tribal human society … Ethnic Value Matching Presentation4) FREE MARKET of ETHNIC CULTURAL COMMERCE [“Ethnic Orientation” & “New Country”]-- Rights of American & contemporary society … Ethnic Value Matching Presentation2B. OUR DIMENSIONS of ETHNICITY (“From Old to New”) are: 1) PEOPLE (1st step) -- Earth, History, Culture, Values [“Ethnic Fashion Anthropology”] 2) PRODUCT (2nd step) -- Form, Function, Facilitation [“Ethnic Fashion Art/Artifact”] 3) PROCESS (3rd step) – Triangulate, Target, Taste [“Ethnic Fashion Brand Architecture”]OVERVIEW of THE ETHNIC VALUE MATCHING PROJECT:Capturing Customer Culture Old & New[MKTG.301; Dr. Carter]3C. OUR METHOD of ETHNICITY EXPLORATION (“From Old to New”) is: ~ Archeology “Dig & Discover” … OR … Quilt-Making “Swatch & Stitch” ~1) COLLECT CONTENT -- Studied Search & Selection of Links [“Digital Hunting & Gathering”] 2) COMPOSE CONTENT -- Categorize by “3Ps” Dimensions with Descriptive Commentary* “Why” link content addresses the project step category term (e.g., Earth, Form, Taste, etc) * “What” link content contains that is relevant to the project step category term* “How” link content fits “Ethnic Identity” (People) & “Ethnic Orientation” (Product & Process)* USE a “Webzine” or Online “Blog” Commentary documentation style (see “Benchmark Projects”) 3) COMPLETE CONCEPT CLASSIFICATION – Classify Content into Text Frameworks and Explain* Needs/Wants Framework (Individual & Environmental) Figure 1.4 & 2.1* Roles/Values Framework (Universal & Personal – User, Payer, Buyer) Figure 1.5* USE Framework patterns to improve Ethnic Fashion Brand PROCESS “Target” & “Taste” OVERVIEW of THE ETHNIC VALUE MATCHING PROJECT:Capturing Customer Culture Old & New[MKTG.301; Dr. Carter]4D. OUR PROJECT ETHNIC LINK SOURCES are INDEXED as: 1) Ethnic Identity [“Fixed Criteria”] & Ethnic Orientation [“Fluid Content of Character”] in General2) “Ethnic Orientation” PRODUCT -- “FASHION” Content Links by Specific Ethnic Groups3) PEOPLE “Ethnic Identity” Links in General (Old & New Country)4) PEOPLE “Ethnic Identity” -- American Experience (New Country) Links by Specific Ethnic Group5) PEOPLE “Ethnic Identity” & PRODUCT “Ethnic Orientation” for Modern & Global Fashion TrendsOVERVIEW of THE ETHNIC VALUE MATCHING PROJECT:Capturing Customer Culture Old & New[MKTG.301; Dr.


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CSUB MKTG 301 - OVERVIEW of Ethnic Value Matching Project

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