South Africa: Its Multi-cultural Marketing System

Abstract

The Republic of South Africa offers the marketer a special challenge in its clear-cut stratification in multiple cultures, modulated by stronger cross-cultural currents than most outsiders perceive. Homogenization versus heterogenization as a deliberate strategy frequently becomes a critical choice.

The white minority of the population enjoys a standard of living comparable to most West European countries. The vast majority is represented by Bantu, economically better off than Negroes elsewhere in Africa.

Consumer-oriented marketing management holds a key to continued rapid improvement — and self-improvement — of Bantu life. Indeed, by effective action in this regard business may importantly contribute to the bridging of the gaps between the races, a likely condition of long-term survival of the Republic.