Paper Example on Diversity in Marketing

Introduction

Over the past years, diversity in marketing together with its related fields has been intensively debated. Generally speaking, this aspect has been growing rapidly despite some challenges that it is experiencing. Well, diversity in marketing is a broad context that involves lots of aspects. It is of great importance to note that diversity in marketing yield exceptional outcomes especially when it comes to organizational performance. Majority of the people claim that diversity in marketing refers to an assortment of various cultures, races as well as gender in the workplace (Peracchio, Bublitz, & Luna, 2014). However, diversity in marketing includes diversity in talents, experience, family size, vacation, religion, age, background and many more. Clients are different particularly when it comes to cultures. Even though some people share culture, they too differ when they are subdivided into subgroups. For this reason, all businesses should develop strategies that effectively communicate to people of all cultures precisely in their sub-groups.

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Subsequently, the majority of companies tries to embrace a mixture of varying communication methods to reach as well as attract as many customers as possible in diverse groups. The result is that the company will be in place to sell more goods and services thus earning them more revenue which is used in further developments of the business. To be true, it is quite impossible to target a single group in the market and if this happens, the business will take some time to expand and its products or services might retard in terms of quality (Peracchio, Bublitz, & Luna, 2014). In this topic, there are an array of topics that seems quite interesting. Of all, the importance of diversity in marketing, what are some of the barriers to diversity? What are the operational solutions to these problems? How does technology influence diversity in marketing and to what extent do organizations embrace diversity in the market?

The U.S is one of the countries who embrace diversity in marketing. That is to say, its marketplace accommodates people of various cultural backgrounds, socioeconomic and many more. Generally speaking, U.S attains these heights through its beliefs, preferences, people as well as customs. For this reason, many companies are now targeting demographics by utilizing marketing styles especially those that are sensitive to people's attitude as well as practices. Correspondingly, the importance of diversity in marketing is gaining popularity among the U.S population (Moss, 2017). Another factor that influences this situation is the fact that the population of U.S is forecasted to comprise 50 percent of the minority group in 2042. For this reason, diversity in marketing is inevitable. Apart from the U.S, all other nations should embrace the same to improve their market share which will then influence the economic states positively (Moss, 2017).

Diversity in marketing is of great importance to many companies. Firstly, it allows the organization to maintain their competitive advantages. On the same note, it gives them chance to access the latest trends and technologies in the marketing sector. Besides, diversity in marketing helps many companies in understanding the way in which the target marketing is evolving. Subsequently, they use the data to adjust their manufacturing to meet the demands of the customers. This action means that manufacturing companies are ought to adjust their manufacturing based on what is needed in the market rather than what wish to deliver (Moss, 2017). Most noteworthy, it is of great importance for companies to evaluate whether their commercial meets need of the target communities and customers. In general, diversity in marketing is not only significant in corporate responsibility perception but also for the feasibility of developing diverse markets.

Before adopting a marketing strategy, it is essential for organizations to vividly understand diversity in marketing, barriers, and challenges to its implementation and its benefits to particular targets audience. Most noteworthy, marketers are advised to undertake a comprehensive research to minimize chances of grouping clients with similar race, gender, age, background. With people of the same characteristics, it will be quite hard for a company to understanding diversity among different ethnic groups, yet essential in designing a range of products (Peracchio, Bublitz, & Luna, 2014).

Besides, it is recommendable to analyze social, economic as well as environmental factors within the target ethnic groups. Customers portray specific characteristic that deviates from the general aspect of race and for this reason, it is essential to value these differences in communications as well as advertising channels, otherwise, the marketing campaign will not yield success. This is of great significance in shaping both present and future marketing strategies. Remarkably, messages delivered to different target groups are ought to be authentic and precisely reflect cultural norms as well as traditions (Moss, 2017).

Diversity in marketing not only affects employees but also supervisors and administrators. As outlined above, there are some topics that are of great concern. For instance, the importance of diversity in marketing helps the employee in understating the significance of working with people of different ethnic groups. Subsequently, their performance which translates to the performance of the organizations increases notably (Peracchio, Bublitz, & Luna, 2014). Besides, the aspect of learning about barriers, challenges as well as solutions to diversity on marketing equip not only employees but also supervisors and administrators on the best methods to adopt when handling this aspect so as to yield exceptional outcomes. On the other hand, diversity will lead to high productivity as people from different ethnic groups offer diverse skills that are essential in up surging the performance of the organization. Moreover, understanding how technology impact diversity in marketing helps administrators and supervisor in deciding on which technologies to adopt respect with diversity in marketing (Moss, 2017).

Similarly, the above-mentioned topics help employees, supervisors, and administrators in deciding on which marketing strategies are best for their organizations. However, the needs of the customer from diverse ethnic groups' changes from time to time and for this reason, all workforces within the organization must be curious enough to comprehend on the changing needs and preferences especially on the target market. However, without the adequate skills and knowledge, it might be hard to tell this. Well, after comprehensively evaluating the aforementioned topics, the workforce will gain essential knowledge as well as skills relevant to diversity in marketing (Peracchio, Bublitz, & Luna, 2014). Subsequently, it will help the organization adopt those strategies that are significant in gradually increasing the performance of the companies particularly towards customer satisfaction irrespective of their ethnic background.

In the U.S, it is forecasted that by 2042 there will be no majority or minority ethnic group. That is to say, the number of non-Hispanic whites wills almost the same as Hispanic. Currently, minorities comprise approximately 29 percent of total patients nationally with only about 14 percent assuming leadership positions and are part of the hospital board of members (Gough & Deatrick, 2015). From this statistics, it is clear that there exists a wide gap between the patients and those in those in leadership positions in a healthcare facility. For this reason, there is a need for healthcare to embrace diversity so as to boost patient satisfaction and quality of service provided. Generally speaking, diversity in healthcare positively impact patient outcomes, hospital innovations together with HCAHPS scores (Gough & Deatrick, 2015).

Conclusion

In general terms, diversity in healthcare assists in delivering exceptional patient care. Most noteworthy, this concerns comprehending on different beliefs and languages especially when it concerns death, medicine, afterbirth and many more. This is of great importance as it assists doctors how to relate and most importantly prepare themselves for a cumbersome conversation with patients. If a healthcare professional has some background information about the patient's culture, then he/she is in a better place of handling them in the right way (Eliason & Chinn, 2017). Just like any other retail shop, healthcare setups are facing challenges in its marketing strategies. Similarly, patients always want to settle for healthcare that offers exceptional services, experience and offer accommodating insurance plans. However, healthcare marketers face challenges in regard to federal regulations as well as HIPAA rules (Gough & Deatrick, 2015).

For this reason, it is of great importance to adopt creative and innovative mechanisms of marketing their organizations without violating the above regulation thus protecting their well-begin. For example, provision of healthcare information online is gaining popularity and the majority of patients are embracing this aspect. Besides, online healthcare shopping characterized by online reviews and ratings is another upcoming thread that is gaining popularity. As well, these online platforms offer healthcare clients a platform to air their views, which can be helpful for organizations in making the necessary changes to further increase patient's satisfaction (Eliason & Chinn, 2017). Also, perception over mobile is gaining popularity as well. For instance, diabetic patients are using insulin pumps coupled with medical apps to ease access to health care services while at home.

References

Eliason, M. J., & Chinn, P. L. (2017). LGBTQ cultures: What health care professionals need to know about sexual and gender diversity. Lippincott Williams & Wilkins.

Gough, B., &Deatrick, J. A. (2015). Qualitative health psychology research: diversity, power, and impact. Health Psychology, 34(4), 289.

Moss, G. (2017). Gender, design and marketing: How gender drives our perception of design and marketing. Routledge.

Peracchio, L. A., Bublitz, M. G., & Luna, D. (2014). Cultural diversity and marketing: The multicultural consumer. The Oxford Handbook of Multicultural Identity, 438-461.