title: Pockets of opportunity: multicultural marketing strategies for BEP growth.
abstract: Ranked among the 50 largest food service corporations in America, the Randolph-Sheppard Business Enterprise Program (BEP) represents a challenging and rewarding career opportunity for Americans who are legally blind. In recent years, however, the number of facilities and facility managers has declined. Multicultural consumers represent a major emerging growth market. The multicultural market is one of the most overlooked retail markets in the United States--and the one with the most buying power and growth potential. Multicultural marketing is among the least understood strategies available to facility managers, vocational rehabilitation counselors and BEP directors. Four major minority markets are discussed and marketing strategies are offered to help BEPs target and serve these unique consumers.
authors.affiliation: Rehabilitation Research and Training Center on Blindness and Low Vision, P.O. Box 6189, Mississippi State, MS 39762, USA. schaefer@ra.msstate.edu
authors.forename: Kelly
authors.initials: K
authors.lastname: Schaefer
mesh_terms: D001766:Blindness / Q000534:rehabilitation*; D018864:Cultural Diversity; D006233:Persons with Disabilities / Q000331:legislation & jurisprudence*; D005509:Food Dispensers, Automatic; D006801:Humans; D040541:Marketing / Q000639:trends*; D012050:Rehabilitation, Vocational / Q000379:methods*; D014481:United States