3 of our last 4 Scopes have articulated the value of the Hispanic population in the U$. This Scope broadens our view to include our large minority populations as the African Am (Blk) & Asian population segments. B4 we generally cover “immigrant bizes” we want to make mention again of our minorities’ remarkable continuing and growing contribution to the US buying power. T-1 & T-2 are a preface to T-3 and make the point that our major minorities have grown AND are growing in economic stature on the demand (buying side) more quickly than has the white majority with much more of the same to come.

As a preface to our succinct minority biz report, we must note that b/t T-2 & T-3 (vol25 iss75) & T-3 below, there are from 2% to 4½% of the firms and 58%64% of their receipts missing from 2012 & 2007’s Biz Owners Survey (US Census Bureau). These firms and receipts are missing b/c they are from publicly held cos and therefore NOT subject to minority scrutiny of the aforementioned study.

The answer to which major minority does BEST in the Biz Owners Study is not in dispute. The Asians with 5-6% of the population clearly are the winners with strong firm and receipt %s. The final capture is a runaway victory in terms of the $$ per firm category (with $410), which vanquishes ALL specific minority competitors! CONGRATS!



About bernacmd

For over 24 years, University of Detroit Mercy Marketing Professor Michael Bernacchi, Ph.D., J.D, has produced "uNDER tHE mIKE-rOSCOPE", a newsletter discussing current "marketing and advertising¹s bends, trends & ends." A well-know fixture in Detroit and national media, UDM's marketing guru has made several appearances on CNN's "Talk Back Live," the Voice of America worldwide radio network (VOA), ABC, CBS, NBC, MSNBC and on the pages of Sports Illustrated, Time, TV Guide, the New York Times, USA Today, the Wall Street Journal and the Washington Post, to name a few. At University of Detroit Mercy, he has taught courses in Marketing Management, Consumer Behavior, Marketing Communications, Research and Corporate Social Responsibility and Sports and Entertainment Marketing. Michael Bernacchi can be reached at 313-993-1116 or bernacmd@udmercy.edu. Please appropriately attribute the following for their work on uNDER tHE mIKE-rOSCOPE: Yen Ju Lee Robert Rouse Vidhyasagar Natarajan Eric Baumgardner & Ian Young
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