Hispanic Marketing

Felipe Korzenny, Ph.D. is Professor and Founding Director of the Center for Hispanic Marketing Communication, Florida State University, Tallahassee, FL, USA and Co-Founder of Cheskin. Owner of Korzenny Consulting, FL, USA; Associate Director, Center for Hispanic Marketing Communication, College of Communication, Florida State University, Tallahassee, FL, USA. Betty Ann Korzenny has held high-level management positions in major US corporations and has been a business owner and executive in leading US consulting and marketing research companies.

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