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The article , Ethnic challenge by Hollie Shaw discussed about market placeing to ethnic groups in Canada . Shaw put tongue to that understanding ethnic groups grow , beliefs , and realities is the key to successfully penetrate into their market . Companies , however , inquire to deliver their promises to these groups to boost sales and guarantee loyaltyEven though Canada adheres to multiethnicalism , Shaw move on noned that selling to ethnic groups was never the case , as ads had only featured immigrants but had not directly invested their market before . Today however , companies like Shoppers Drug food market Corp , Costco Wholesale Canada Ltd , Hudson Bay Co , and Wal-Mart Canada Corp , uses cultural marketing . Moreover , Shaw pointed out the case of Sunsilk , a storied shampoo brand in South Asia , which reworked its proposed ad aft(prenominal) research found that its ad featuring a gay manlike hairdresser and his female client and confidante will not be effective , as South Asian women do not hurt this kind of relationship with their hairdressers . In conclusion , Shaw stated that ethnic marketing will become more than grievous in the coming years as more and more immigrants ar finding home in CanadaShaw s Ethnic Challenge is related to the course genuine in that the latter justifies the contentions discussed in the former . Shaw began the article by saying that before , larger companies lacked the efforts in marketing to Canadian immigrants (par . 1 . The course material mentioned a world systems theory , which contends that there exists a rife core and a subordinate periphery in the modern world so lot realise the natural list to give more importance and attention to power and authorization (p . 271 . Consequently , based on the theory , big companies would give marketing priority to the dominant core that holds power and agency . In addition , the ethnic groups were previously excluded in marketing and advertising since the dominant culture perceived them as distinguishable individuals and groups who do not conform to societal expectations (p .

272However , Shaw pointed out that marketing , which excludes immigrants and ethnic groups has been changing , as more businesses try to target them through their ads (pars . 2-3 . This new focus of marketing can be credited to the rise of new philosophical approaches on humanism that questioned power and inequality . Furthermore , as human geographers increasingly become more aware of the diversity of people and places cultures are not just viewed as a way of vitality but as a process that allows involvement from people who would construct their own landscapes (p . 270 . Thus , the minute knowledge that theories have laid down affect how Canadian lifestyle and existing has been , including marketing and advertisingIn addition , the article , which discussed the shift of focus in marketing target and the course material , which mentioned the rise of critical definition of culture are very clear manifestations that Canada esteem all ethnicities , as marketing now targets previously-ignored immigrants (par . 5 ) and as Canadian policies continue to actively encourage multiculturalism , respectively (p . 270After denotation through the course material and the article , I have come to realize...If you want to get a full essay, beau monde it on our website: Orderessay

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