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Chapter 2: The Consumer

E-ACTIVITY: ETHNICITY AND CULTURE (p. 58)

Activity: Discover Canada's Immigration Trends

In your textbook you have learned that international marketers need to consider cultural differences and design their marketing strategy around the cultures and customs of the foreign market they wish to enter. It is also important for marketers to recognize the importance of cultural diversity within the Canadian market place and adapt or develop products and marketing strategies to reach these consumers.

  1. Go to the "Recent immigrants by country of last residence" page of the Statistics Canada Web site. Create a bar graph to show the number of immigrants entering Canada each year for the last five years.

  2. From the same chart develop a pie graph to show the regions of the world from which recent immigration originated: Africa, Asia, Australasia, Europe, United States, West Indies, other North American and Central American countries, and other countries. Show the percentage of total immigration coming from each of these areas for the most recent year provided by Statistics Canada.

  3. Discuss the results of your charts with a partner and prepare a three to five minute oral presentation to give to a small group. You and your partner are acting in the role of marketers who are making a presentation to their company on the importance of immigration to the sale of a product. The presentation will also outline the research needed to find out more about the culture and customs of recent immigrants.

Provide answers to the following questions:

  • What has the trend in the total number of immigrants to Canada been over the last five years?
  • From what areas of the world are recent immigrants coming?
  • What recommendations would you make to take advantage of recent trends and immigration patterns? Try to come up with three recommendations and provide reasons for each.