Abstract
The concept of ethnic marketing introduces a new way to segment markets, to communicate, and presents a new vision of the consumer. This novel concept seems to be a new challenge for marketers. While some people believe that this marketing concept does not respect ethics because marketers have to segment the population according to race and cultural criteria, which could mean that, the society is composed of cultures and sub-cultures. Such segmentation may be perceived negatively, too.
This perception raises questions about the legitimacy of ethnic marketing and its ethics. Hence, in order to understand this phenomenon, we will first define ethnic marketing and state its origins. We will discuss about the applications of this precise marketing concept by analyzing the brand L'Oreal and its wide range of products in different areas of the world, strategies and also the 4Ps of marketing. And finally, we will try to see if this marketing concept really respects ethic by studying some examples, problems, scandals and the different ways that have been used to solve it.
