Hispanic Marketing: A Cultural Perspective

This book is about strategic thinking in Hispanic marketing. The size and economic importance of the Hispanic market in the US are attracting enormous attention. The buying power of the US Hispanic market is now larger than the GDP of the entire country of Mexico, and it is the second largest Hispanic market in the world. Businesses and institutions have launched major initiatives to reach this important segment. Yet, the number of qualified individuals who understand the market is small; and many of those already catering to the market still struggle to learn about its intricacies.

This book is a cultural approach to Hispanic marketing. Each of the chapters describes and explains the cultural principles of Latino marketing. Recent case studies help marketers relate to the material pragmatically. The book integrates concepts and practical examples and provides critical guidance to discern between alternative courses of action.

This book is not about repeating well-known statistics, but about the Hispanic market as a cultural target. It takes a profound look at the values, beliefs, and emotions of US Hispanics, which impact consumer behaviour. Each of the chapters has been the subject of public presentations and lectures to marketing professionals. It is their positive reactions as well as the authors’ dedication to Hispanic consumers which motivated this book.

Chapter 1: The Role of Culture in Cross-Cultural Marketing
Chapter 2: Characteristics of the Hispanic Market
Chapter 3: What Makes Hispanics “Hispanic”
Chapter 4: The Role of Language in Hispanic Marketing
Chapter 5: The Processes of Enculturation, Acculturation, and Assimilation
Chapter 6 Cultural Dimensions and Archetypes
Chapter 7: Culturally Informed Strategy Based on Grounded Research
Chapter 8: US. Hispanic Media Environment and Strategy
Chapter 9: The Evolution of Hispanic Marketing
Chapter 10: The Future



Readership
Primary readership: Advertising, marketing and business professionals Secondary readership: Students and scholars in advertising, marketing and business. Also, general audience readers who are interested in better understanding the growing Hispanic population in the United States.

Quotes
"There is no more important segment of the American consumer marketplace of tomorrow than Hispanics, and there is no more important book to read about marketing to Hispanics than this one. Every page delivers an insight worth knowing. Most marketers get it wrong when it comes to Hispanics, leaving an enormous opportunity for first movers who do it right. This book shows the way to get there first. I've put it on the Yankelovich short list of must-read books." --J. Walker Smith, Ph.D., President, Yankelovich Partners, Inc. "The Korzennys have accomplished a complex feat in their new book, Hispanic Marketing. Somehow this powerful and important work satisfies the needs of anyone and everyone that has an interest in the evolution, realities, theories, craft, art and science of US Hispanic marketing. Additionally, it serves to provide insight into the societal and cultural aspects of the US Latino experience. Top level marketers will appreciate the specific action-oriented recommendations and key marketing implications that accompany each chapter. Advertising agency executives from integrated marketing disciplines will value the Korzenny's depth of experience and objectivity in presenting the many sides to the many stories that make up a day in the life the multi-dimensional US Hispanic consumer. But this is also a wonderful book for non-industry readers to embrace because of the story it tells about the vibrant history and significant future of Latinos in the rich culturally-blended story that is unique to life in the United States." -- Rochelle Newman-Carrasco, CEO, Enlace Communications "The Korzennys understand the Latino market deeply and thoroughly. Reading their book is like sitting in one of their seminars and being enthralled by their insights and depth of knowledge. Their writing is especially powerful in that it demonstrates hands-on knowledge of consumers, marketers and Latino advertising agencies. The Korzennys provides actionable answers to frequently asked questions and guidance on how to manage the obstacles in developing effective marketing programs." -- Hector Orci, CEO/Co-Chair, La Agencia de Orcí & Asociados "This book is a must read for not just those engaged in ethnic marketing but for all marketing professionals. Hispanic Marketing provides true insight into the Hispanic market and compelling rationale for addressing Hispanic consumers as part of any organized approach to marketing in the U.S. overall. This market segment is far too large, far too affluent, and growing far too quickly to be ignored - and yet it is much too rich and distinct as a culture to be communicated to superficially. Felipe and Betty Ann Korzenny provide us with salient information, and more importantly, tools and an approach, to unlock the full potential of the Hispanic consumer. This book is truly a breakthrough in enabling a comprehensive and meaningful understanding of this market. - Michael Durance, Vice President & General Manager, Telecommunication Systems Division Communications Information Group, Toshiba America Information Systems, Inc. "During many years of working in Hispanic Marketing I have never seen anything that so clearly describes and understands the complex dynamics of the New America. The Korzennys have built over many years their reputation as the best Multi-cultural minds of our business. I have entrusted them with many projects in our 10 years of relationship and always relied on their expert advice. This work allows me to confirm once again that they are the leaders of thought I always knew and will continue to lead insight development within the Hispanic Market as they shape the minds of generations to come." -- Juan Carlos Olivar, Customer Marketing Manager, The Coca-Cola Company "An in-depth understanding of the Hispanic Community's cultural pillars and biases is the foundation for sound hispanic marketing. And the Korzennys book provides that, and more. It offers a rich and much needed perspective for anyone trying to target US Hispanics by making the crucial linkage between culture and marketing strategies." -- David Wellisch, Vice President and General Manager, AOL Latino "Account Planners contemplating how they might grow a brand with the Hispanic consumer will zoom up the learning curve with a read of this book. Planners will also find a very useful guide for the next steps they need to take to collect the category and brand specific insights they need to forge a strong emotional brand connection with Hispanic consumers. And they will be inspired by the many case studies discussed throughout the book. Marketers approaching Hispanic marketing with vexing questions of language dialect usage, translations, research paradoxes, and even what to call this market, will find well informed guidance on these matters. They will also come away with a good basic understanding of how to bring their brand messages to the marketplace, with a great primer on Hispanic media in the U.S." - Denise Fedewa, SVP, Planning Director, Leo Burnett, USA "The Hispanic market is at once one of the most attractive, yet most misunderstood consumer segments in America. Thankfully, Felipe and Betty Ann Korzenny bring years of career wisdom, built on work with America's top marketers, to dispel long-held cultural myths and stereotypes and to focus on the key cultural drivers for this consumer. It is an invaluable resource for anyone involved in marketing to Hispanics." -- Dan Nance, President & CEO, Casanova Pendrill "As a marketer, and as a Hispanic I found the book enlightening and educational. In an environment where there is so much information about the demographics and psychographics of the US Hispanic market, the authors offer a much deeper understanding of how to be successful in marketing to hispanics by going beyond streotypes and generalizations, developing new models and approaches and doing this via a wealth of case studies and a "how to" approach that any marketer or agency will find helpful." -- Ernesto Levy, Associate Marketing Director, Procter & Gamble - Household Needs Division "...one of the most informed and sophisticated works on Hispanic marketing to date." - Hispanic Business "...a key reference for anyone interested in the growing Hispanic market. The authors expound on the importance of understanding culture and its core values and provide a brief history of various Spanish regions, illustrating how language, family life, and traditions influence purchase decisions. The heart of the book is a detailed discussion of acculturation and assimilation. Each chapter ends with a section on implications for marketers and case studies of businesses that have successfully applied the concepts covered. Readers will be left with a thorough understanding of cross-cultural nuances and the attendant opportunities for marketers. Highly recommended." - Choice

Contents
Chapter 1: The Role of Culture in Cross-Cultural Marketing Chapter 1: The Role of Culture in Cross-Cultural Marketing The importance of culture in marketing Culture Objective culture Examples of Hispanic objective culture Subjective culture Beliefs Values and attitudes Interpretation and perception Culture, fish, and water Cultural boundaries Marketers “angst” Why a cultural approach to marketing? A psycho-socio-cultural approach Accurate predictions of behavior What happens without cultural knowledge? The paradox of social class across cultures The challenge facing Hispanic ad agencies A targetable market? Size Purchasing power Shared perceptions, motivations, beliefs, and values It is not a race A common heritage A common language Media facilitate specific targeting Geographic concentration A cultural perspective makes the difference Chapter 2: Characteristics of the Hispanic Market Chapter 2: Characteristics of the Hispanic Market Cultural and Historical Origins of Hispanics Iberian Diversity and Commonality What constitutes the Hispanic Market Hispanic Immigration and How the Border was Left Behind Mexico as the largest contributor Puerto Rico Cuba Central America South America Dominicans Implications of homogeneity and diversity Testing the Assumption of Homogeneity Geographic Trends Implications of Geographic Dispersion Socioeconomic Trends The Elite The Middle Class The Working Class Mass Income Levels Family Size and Economic Behavior Education Conclusions & Implications for Marketers Implications for marketers Case Studies Marbo Tampico Case Study Bromley Charmin Case Study Chapter 3: What Makes Hispanics “Hispanic” Chapter 3: What Makes Hispanics “Hispanic” The Role of Cultural Identity in Marketing Reference Groups as the Basis of Cultural Identity Social Learning Theory and Reference Groups Similarity and Homophily Expertise and Successful Models Even an Oppressor can be a Model Empirical Determination of Models Identity and Socialization Marketers Need for Predictability Hispanic Identities and Labels The Question Influences the Answer Essentially Hispanic? Labels Hispanic or Latino? The Measurement Challenge Label Choice as Equivalent of Identity Classification Based on Country of Origin/Ancestry Further Identity/Reference Group Measures Behavioral/Objective Measures: Subjective Cultural Identification Conclusions and Implications for Marketers Implications for marketers Case Studies Acento Nissan Case Study Enlace Macy’s West Case Study Chapter 4: The Role of Language in Hispanic Marketing Chapter 4: The Role of Language in Hispanic Marketing The Relationship between Language and Culture The art of translation Professional Translations? Translation, Confusion, and the Reason Why? Should it be in Spanish, English, or Bilingual? Language and Thought Why Market in Spanish? Reach Out and Touch Someone “Spanglish,” Code-Switching, and the Future A Language or a Style of Communication? Purism vs. Pragmatism The Emerging Bilingual Hispanic Market The Growing Importance of Marketing to Hispanics in English Spanish Speaking Hispanics are Easy to Target Why Not Target English Speaking Hispanics? An Overlooked Language Opportunity The Language Numbers Game The 2003 Yankelovich Multicultural Monitor English Language Understanding Those Who First Learned Spanish Watch Half Their TV in English Language Ambivalence Trust in Brands and Ad Persuasiveness A Complex but Flourishing Identity A Schizophrenic Communication Environment The New Dynamic of the Hispanic market Conclusions and Implications for Marketers Implications for marketers Case Studies Español Corona Extra Case Study San Jose Group Ameritech Caller ID Case Study Chapter 5: The Processes of Enculturation, Acculturation, and Assimilation Chapter 5: The Processes of Enculturation, Acculturation, and Assimilation The New Immigration Mix The Meaning of Cultural Change Culture and Awareness Enculturation, Acculturation, and Assimilation Enculturation Acculturation and Assimilations Third Culture Individuals Acculturation Segmentation Bi-Dimensional Acculturation Segmentation A Multidimensional Acculturation Segmentation Acculturation Segmentation by Life Stage Acculturation Segmentation and Cultural Tension The Future of Hispanic Segmentation Stereotypes and Acculturation Stereotype Stages Stereotypes and Their Impact on the Larger Society Stereotypes and Their Impact on Hispanics Conclusions and Implications Implications for marketers Case Studies KFernandez McCormick Case Study San Jose Group National Pork Board Case Study Español Countrywide Case Study Allstate Case Study Chapter # 6 Cultural Dimensions and Archetypes Chapter # 6 Cultural Dimensions and Archetypes Introduction Going beyond the surface to beat the competition Successful positioning Cultural dimensions and archetypes as means to needed differentiation in the marketplace Establishing a cultural-emotional link with consumers Cultural Dimensions Monochronism and polychronism Cultural perceptions of time Customer care and product usage Media habits Monomorphic and polymorphic leadership Individualism and collectivism Androgyny Cultural attributions Cultural archetypes Identifying archetypes Popular culture and literature In-depth interviewing and ethnography Selected archetypes that make a marketing communication difference in the Hispanic market Money Happiness, life, religion, and death The roots of fatalism Mañana Celebration of life Life is a valley of tears Guilt vs. Shame, Parent-Child Relationships Machismo and Marianismo Health beliefs, remedies, and modern medicine Curanderismo Hot and Cold Theory of Illness Conclusions and Implications Implications for marketers Case Studies San Jose Group Ameritech Voicemail Case Study Bromley Burger King Case Study MendozaDillon Galderma Case Study San Jose Group ATA Case Study Chapter 7: Culturally Informed Strategy Based on Grounded Research Chapter 7: Culturally Informed Strategy Based on Grounded Research The Cultural Research Paradox The Paradox of Linguistic Equivalence Cultural Adaptation and Transculturation Back Translation The Paradox The Emic and Etic Perspectives “Cultural Bias” and Standardization Use of Scales Likert-Type Scales Ratio Type Scales Semantic Differential Scales Little Faces Choice of Data Collection Approaches The Wrong Question Qualitative Approaches Focus Groups Key considerations in making a Hispanic focus group productive: Mini Groups Dyads In-Depth One-On-One Interviews Ethnographic Interviews Scrapbooks and Photographs Quantitative Approaches Selection of Approach Mail Phone Door-to-Door Intercepts Online Common Types of Quantitative Studies Specific Hispanic Issues in Quantitative Research The Account Planner Conclusions and Implications Implications for marketers Chapter 8: US. Hispanic Media Environment and Strategy Chapter 8: US. Hispanic Media Environment and Strategy Television Univision Grew With the Market Telemundo Trying Harder The Acceleration of Change Mun2 Azteca America Hispanic Television Network Cable and Satellite Options Liberation Technologies What Hispanics Watch Radio The Culture of Radio Listening Hispanic Radio’s Growth and Consolidation in the US Underestimating Radio Still, It Is Not Only Spanish Radio Print Functional literacy Distribution Print Media Content The Movie Theater The Internet The Customization of Culture Marketing and the Internet Grassroots, Networks, Promotions A New Way of Thinking Conclusions and Implications for Marketers Implications for marketers Case Study Time Warner Cable Houston Case Study Chapter 9: The Evolution of Hispanic Marketing Chapter 9: The Evolution of Hispanic Marketing Introduction The Origin of a Market An Explosion of Identity The Story of the Hispanic Market The Early Days of the Hispanic Market The 1980’s “Decade of the Hispanic” The Take-off years of the 1990’s The 2000’s “Latin Boom” Conclusions and Implications for Marketers Implications for marketers Chapter 10: The Future Chapter 10: The Future Size and Futurism Removing Obstacles Lifestyle and Economic Borders Replace National Borders Twin Small Towns: Small Town USA and Small Town Latin America The Consequences of Self Exportation “El Otro Lado” or The Other Side Technology Enables Cross Border Lives Mutual Cultural Influence and Consumer Behavior Brands Transcend Nations Economic Behavior Changes The Right and the Wrong – Ethics in Hispanic Marketing Conclusion.


Author Information
By Felipe Korzenny, Ctr. for Study of Hispanic Marketing Communications, Florida State University, Tallahassee, FL, USA; and Betty Ann Korzenny, Independent Consultant, FL, USA; Ctr. for Study of Hispanic Marketing Communications, FSU, Tallahassee, FL, USA.

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