Hispanic Marketing: A Cultural Perspective

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 Espanol 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 Espanol 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 Manana 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