• Sell Asian Americans more of the kinds of products and services they want by discovering how and on what, they spend their money.
• More successfully relate to Asian Americans by understanding their values, attitudes, and concerns.
• Create effective messages and deliver your messages through media that will reach Asian Americans by discovering the most effective media to reach them and the type of information that will best appeal to them.
• Market effectively to Asian Americans as a whole and to smaller niches by discovering differences by gender and age.
• Discover even more ways to improve your marketing by determining addition characteristics of Asian Americans.

This target market can spell profits if you base your marketing on their distinctive characteristics. Asian Americans comprise an attractive target market because Asian Americans are the only minority group whose average annual income exceeds that of Caucasians. In fact, the nation's top marketers ranked Asian Americans the sixth most important demographic segment in a survey published in the Oct.-Nov. 2007 issue of US Marketing Executives.

To market effectively to the Asian American target market, you need to know how they differ from Caucasians and other minorities:

• They hold traditional views on gender roles and family.
• They do not believe in divorce.
• They respect older people.
• Often several generations live together, making for large extended families.

You must also understand how the young people in this target market differ from older Asian Americans and from other young people. While many older Asian Americans speak their native language and live in Asian American neighborhoods, young Asian Americans are more assimilated. They regard their own traditions, but blend them with the modern youth culture. They are more trend conscious than Caucasians and like anything modern, especially the latest technology.

However, their are many commonalities for all ages in this target market. All Asian Americans value relationships, making it particularly important for businesses to keep relations with them positive and mutually beneficial. Because they annually spend $296 billion in discretionary income, the rewards for maintaining relationships with them can be substantial.

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