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San Franclsco-based Charles Schwab recognized Itie growing power Of the Asian consumer after ine 1930 census. It now employs over 2DQ people who speak Chuiese, Korean, and Vietnamese at call centers dedicated to Asian American customers who either want to communicate in Iheir own languages or io whom ctiHurai affinity is important. Ttiere is a Chinese-language Web site (or trading, research, and online news service. Fourteen Schwab branches are found in predominantly Asian neighborhoods across the country, The company also adver-■ Ilses on Asian IV channels, in newspapers, an radio, and at online community V.'eö sites.

Yet marketers must be careful not to overggncraliite about ethnic groups-Within each ethnic group are consumers who are quite different from each Other, " l iiere is really no such thing as an Asian market." says Greg Macabenta, whose ethnic advertising agency specializes in the Filipino market. Marabenta emphasizes that die five major A-aau American groups have their own very specific market characteristics, speak different languages, con* sumc different cuisines, practice different religions, and represent very distinct national cultures."'

ire hotire page oi Scftwafi s Ch nese-tengiuigs V-'eli site Customers e.- n : r-siur li) use CH:hksl; an tmiie cm lesearcn. and get lue latest news

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