Hispanic marketing: a cultural perspective

Ch. 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

Ch. 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 and Implications for Marketers

Case Studies

Marbo Tampico Case Study

Bromley Charmin Case Study

Ch. 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

Case Studies

Acento Nissan Case Study

Enlace Macy's West Case study.

Ch. 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

Case Studies

Español Corona Extra Case Study

San Jose Group Ameritech Caller ID Case Study

Ch. 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 for marketers

Case Studies

KFernandez McCormick Case Study

San Jose Group National Pork Board Case Study

Español Countrywide Case Study

Allstate Case Study

Ch. 6: Cultural Dimensions and Archetypes

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 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

Ch. 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 for marketers.

Ch. 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

Case Study

Time Warner Cable Houston Case Study

Ch. 9: The Evolution of Hispanic Marketing

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

Ch. 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.