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That is why manufacturers offer such a broad range of styles - to meet those expressed wants. "African-Americans, Hispanics and women comprise a significant percentage of RJR's business. To ignore their business- only featuring white males in our advertising, and only manufacturing styles white males prefer - would leave us open to criticism for racism and sexism, and rightly so. "We believe all adult Americans are capable of assessing the smoking and health transportation controversy. To say that minorities and women are less capable than white males of deciding whether they want to smoke, transportation and if so, what brand, is demeaning. We do not believe minorities or women should be set aside as a 'protected class'."35 Black women viewed as another market segment; the black population is a 'prime consumer market' RJR 1983: "Marketing To Black Women: "- Blacks are the fastest growing consumer group in America "- Account for 12% of the population now and population growth has risen by 17% in last ten years "- Prime consumer market for years to come; one half of all blacks are under twenty.
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