A Cultural Perspective To order this title, and for more information, click here
By Felipe Korzenny, Professor and Founding Director of the Center for Hispanic Marketing Communication, Florida State University, Tallahassee, FL, USA and Co-Founder of Cheskin. Betty Ann Korzenny, Owner of Korzenny Consulting, FL, USA; Associate Director, Center for Hispanic Marketing Communication, College of Communication, Florida State University, Tallahassee, FL, USA
Description 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
Audience
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.
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
Espa?ol 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
Espa?ol 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
Ma?ana
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
Books and book related electronic products are priced in US dollars (USD), euro (EUR), and Great Britain Pounds (GBP). USD prices apply to the Americas and Asia Pacific. EUR prices apply in Europe and the Middle East. GBP prices apply to the UK and all other countries.
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