MULTICULTURAL MARKETING QUIZ
By Michael Soon Lee, MBA – Copyright © 2006

What do you know about marketing to the fastest-growing consumer group in America? Take this quiz and learn about the most effective ways to reach Hispanics, African Americans, Asians, and others.

1. As of 2002, what percent of Americans were minorities?

10%
25%
33%
50%

2. As of 2038, what percent of Americans are projected to be minorities?

10%
25%
33%
50%

3. As of 1997, what percent of U.S. marketing dollars was spent for advertising directly to ethnic Americans:

1%
5%
10%
25%

4. Which group is most likely to respond to direct mail marketing?

Whites
Hispanics
African Americans
Asians

5. Which group has the highest family income?

Whites
Hispanics
African Americans
Asians

6. Which group has the highest per capita income?

Asian Indians
Hispanics
African Americans
Chinese

7. The group that is most likely to apply for a home loan online is:

Whites
Hispanics
African Americans
Asians

8. Which group spends the most annually on food?

Whites
Hispanics
African Americans
Asians

9. The group that claims to be most proud of their ethnic heritage and wants to see it reflected in ads is:

Whites
Hispanics
African Americans
Asians

10. The group most likely to respond positively to cause-related programs is:

Whites
Hispanics
African Americans
Asians

11. Which group spends the most annually on alcoholic beverages?

Whites
Hispanics
African Americans
Asians

12. Which group spends the least annually on personal insurance and pensions?

Whites
Hispanics
African Americans
Asians

13. Which group has the largest percentage of connections to the internet?

Whites
Hispanics
African Americans
Asians

14. The group that is most highly targeted by marketers in the U.S. today is:

Asians
Hispanics
African Americans
Middle Easterners

15. What percent of Asians speak English-only?

6%
12%
24%
36%

16. What percent of Asians claim to speak English “very well”?

60%
70%
80%
90%

17. What percent of Hispanics in the U.S. claim to speak Spanish “all the time”?

24%
36%
59%
74%

18. The group that owns the most independent businesses in America is:

Whites
Mexicans
Koreans
Russians

19. Which group would be most effectively reached with radio advertising?

Asian Indians
Hispanics
African Americans
Asians

20. Which group would be most effectively reached with newspaper advertising?

Asian Indians
Hispanics
African Americans
Asians

21. Which group would be most effectively reached with personal demonstrations?

Asian Indians
Hispanics
African Americans
Asians

22. What percent of Hispanics regularly watch Spanish language programs?

15%
25%
35%
50%

23. What percent of all American urban households have at least one person in the household who is fluent in a language other than English?

29%
39%
49%
59%

24. What percent of Hispanic urban households have at least one person in the household who is fluent in a language other than English?

50%
70%
80%
90%

25. What percent of multilingual viewers are interested in watching broadcast or cable TV channels from their home country in their home language?

23%
36%
47%
52%