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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. [ABSTRACT FROM AUTHOR]