Hispanic marketing [electronic book] : connecting with the new latino consumer / Felipe Korzenny, Betty Ann Korzenny.

By:

Korzenny, Felipe

Contributor(s):

Material type: Text

TextPublication details: Amsterdam ; Boston : Butterworth-Heinemann, c2012.Edition: 2nd edDescription: p. cmISBN:

1856177947 (electronic bk.)
9781856177948 (electronic bk.)

Subject(s):

Genre/Form:

Electronic books.

Online resources:

ScienceDirect eBook

Contents:

Cultural marketing : a new understanding -- The composition of the Hispanic/Latino market -- The Latino essence of "Hispanic" -- Language considerations in marketing to US Hispanics -- Enculturation, acculturation, and assimilation : a bicultural horizon -- Latino subjective culture : insights for positioning -- Culturally informed research among Latinos -- The U.S. Hispanic marketing industry -- The digital world of U.S. Latinos -- Latino consumers and the future of U.S marketing.

Summary: Over 44 million Hispanics live in the U.S., representing a $932 billion economy and this Hispanic buying power exceeded that of African Americans in 2008. Corporations must recognize and incorporate Hispanic cultural values into their products, services, and communications. But what's the best method? What works? What doesn't? And more fundamentally, how can those corporations connect with today's Hispanic consumer? 'Hispanic Marketing' shows marketers how to best reach this widely misunderstood demographic, not by repeating well-known statistics, but through viewing the Hispanic market as a cultural target. The Korzennys take a profound look at the values, beliefs, and emotions of US Hispanics that impact consumer behavior and provide practical guidance on how to connect successfully with this group. 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. As Dr. Felipe Korzenny, the author, says "The US Hispanic marketing has reached an important stage of maturity. What marketers need the most now is an edge over competitors. Understanding cultural issues will allow marketers to more fundamentally connect with Hispanic consumers. This is a book about establishing a cultural connection with Hispanics to beat the competition." * Shows marketers how to better connect with the Spanish consumer, a $932 billion US market * Fully updated to include 2010 census data ensuring all references are up to date to aid today's marketer to target this lucrative segment * Brand new coverage of hispanics online, 2nd and 3rd generation hispanics and how social media such as MySpace and Facebook affect this market segment aids marketers in planning most effectively.

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Enhanced descriptions from Syndetics:

Hispanic Marketing: Connecting with the New Latino Consumer is about using cultural insights to connect with Latino consumers. It¿s about marketing strategies that tap into the passion of Hispanic consumers so that marketers and service providers can establish the deep connections they need for a successful campaign. This book provides an understanding of the Latino consumer that goes beyond simplistic recipes.

This highly revised and expanded edition comes on the heels of new US Census figures: Hispanics now account for 53% of the US population growth since 2000, soaring to over 16% of the total population. Corporations are now realizing that they must incorporate Hispanic cultural values into their products, services, and communications.

This edition reflects and responds to the profound changes the Latino market has experienced since the first edition. It considers the way in which changes in cultural identity, immigration, economics, and market synergies need to be addressed in a new relationship with Hispanic consumers.

Twenty-five new industry case studies illustrate the chapters. These case studies show how brands from diverse categories have developed a cultural understanding of their Latino target and created campaigns that established strong bonds.

Includes bibliographical references and index.

Over 44 million Hispanics live in the U.S., representing a $932 billion economy and this Hispanic buying power exceeded that of African Americans in 2008. Corporations must recognize and incorporate Hispanic cultural values into their products, services, and communications. But what's the best method? What works? What doesn't? And more fundamentally, how can those corporations connect with today's Hispanic consumer? 'Hispanic Marketing' shows marketers how to best reach this widely misunderstood demographic, not by repeating well-known statistics, but through viewing the Hispanic market as a cultural target. The Korzennys take a profound look at the values, beliefs, and emotions of US Hispanics that impact consumer behavior and provide practical guidance on how to connect successfully with this group. 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. As Dr. Felipe Korzenny, the author, says "The US Hispanic marketing has reached an important stage of maturity. What marketers need the most now is an edge over competitors. Understanding cultural issues will allow marketers to more fundamentally connect with Hispanic consumers. This is a book about establishing a cultural connection with Hispanics to beat the competition." * Shows marketers how to better connect with the Spanish consumer, a $932 billion US market * Fully updated to include 2010 census data ensuring all references are up to date to aid today's marketer to target this lucrative segment * Brand new coverage of hispanics online, 2nd and 3rd generation hispanics and how social media such as MySpace and Facebook affect this market segment aids marketers in planning most effectively.

Electronic reproduction. Amsterdam : Elsevier Science & Technology, 2011. Mode of access: World Wide Web. System requirements: Web browser. Title from title screen (viewed on May 10, 2011). Access may be restricted to users at subscribing institutions.

Table of contents provided by Syndetics

Acknowledgments (p. xxi)
Introduction (p. xxiii)
1 Cultural Marketing: A New Understanding (p. 1)
From International to Intra-National Marketing (p. 1)
Why Is Culture Underestimated in Marketing? (p. 2)
The Nature of Culture (p. 3)
Tangible Culture: Objective Culture (p. 4)
Examples of Hispanic Objective Culture (p. 4)
Intangible Culture: Subjective Culture (p. 6)
Deeply Held Beliefs (p. 8)
Behavioral Orientations: Values and Attitudes (p. 9)
Meaning: Interpretation and Perception (p. 10)
Culture Is like Water for Fish (p. 10)
How Different Are Cultures Among Themselves? (p. 11)
Marketers' Unease with Cultural Marketing (p. 13)
How to Ask Cultural Marketing Questions? (p. 13)
A Combination of Disciplines: A Psycho-Socio-Cultural Approach (p. 14)
Predicting Behavior Is at the Core of Marketing (p. 15)
Cultural Knowledge Improves Accuracy (p. 17)
Social Class Interacts with Culture (p. 18)
The New Hispanic and the American Experience: Another Difference (p. 19)
Culture Shock (p. 19)
The Risk-Taking Immigrant (p. 20)
A New Hispanic Identity (p. 20)
The Challenge Facing Those Who Market to Hispanics (p. 20)
Are Latinos a Targetable Market? (p. 21)
Magnitude (p. 21)
Buying Power (p. 23)
A Common Way of Looking at the World: Motivations, Perceptions, and Beliefs (p. 23)
Latinos Are Not a Race (p. 23)
A Rich Common Heritage (p. 24)
The Spanish Language as a Unifying Force (p. 26)
A Spanish-Language Industry Has Facilitated Targeting (p. 27)
Culture More Than Language Alone (p. 28)
Geographic Concentration (p. 29)
Conclusions: A Cultural Perspective Makes the Difference (p. 29)
Case Study: The San Jose Group-American Family Insurance (p. 30)
Case Study: Conill-T-Mobile (p. 33)
2 The Composition of the Hispanic/Latino Market (p. 39)
Historical and Cultural Origins of Hispanics (p. 39)
Iberian Diversity and Commonality (p. 40)
The Latino Market: A Hispanic Heritage (p. 40)
Latin American Immigration: The Economic Push and the Emotional Pull (p. 41)
Mexico's Proximity and a Moving Border (p. 42)
Puerto Rico (p. 44)
Cuba (p. 45)
Central America (p. 46)
South America (p. 46)
Dominicans (p. 47)
Implications of Homogeneity and Diversity (p. 47)
Testing the Assumption of Homogeneity (p. 48)
Geographic Trends (p. 49)
2008 Data Confirms Dispersion (p. 51)
Dispersion also Takes Place in Metropolitan Areas (p. 54)
Implications of Geographic Dispersion (p. 55)
Socioeconomic Trends (p. 56)
The Elite (p. 56)
The Middle Class (p. 58)
The Largest Contingent: The Working Class (p. 59)
Income Levels: Surprise for Marketers (p. 62)
Family Size and Economic Behavior (p. 65)
Sharing a Roof (p. 65)
Education (p. 66)
Conclusions (p. 67)
Implications for Marketers (p. 68)
Case Study: Adrenalina-Tecate (p. 69)
Case Study: Lexicon Marketing-MundosinBarreras.com (p. 72)
Case Study: Espafiol Marketing & Communications, Inc.-Liberty Tax Service (p. 74)
3 The Latino Essence of "Hispanic" (p. 81)
Making Cultural Identity a Core Marketing Element (p. 81)
Cultural Identity Derives from Reference Groups (p. 81)
Reference Groups and Their Role in Consumer Social Learning (p. 83)
Homophily: The Importance of Similarity (p. 83)
Successful Models and Their Expertise (p. 84)
Modeling the Behaviors of Even Those Who Oppress (p. 85)
The Identification of Models in Practice (p. 86)
Identity and Socialization (p. 88)
Predictability Is Central to Marketing (p. 90)
Labels and Identities in Marketing to Hispanics (p. 91)
Questions Influence Answers (p. 91)
Is There a Hispanic Essence? (p. 92)
The Question of Labels (p. 93)
Hispanic or Latino? (p. 94)
How to Identify Latinos (p. 95)
Label Choice as Equivalent of Identity (p. 95)
Classification Based on Country of Origin/Ancestry (p. 95)
Further Identity/Reference Group Measures (p. 96)
Objective/Behavioral Measures (p. 97)
Subjective Measures (p. 97)
Stereotypes and Identity (p. 98)
Stereotype Stages (p. 98)
Stereotypes and Their Impact on the Larger Society (p. 98)
Stereotypes and Their Impact on Hispanics (p. 99)
Conclusions (p. 100)
Implications for Marketers (p. 101)
Case Study: Adrenalina-Tecate Light (p. 102)
Case Study: ORCI-Honda (p. 105)
Case Study: Grupo Gallegos-Energizer® (p. 108)
4 Language Considerations in Marketing to US Hispanics (p. 113)
Language and Culture Overlap (p. 113)
Marketers Should Approach Language Choice Pragmatically (p. 115)
A New Dialect of Spanish and English Follows a New Identity (p. 117)
Translation Is Harder Than it Appears to Be (p. 118)
Professional Translations (p. 118)
Translation, Confusion, and the Reason Why (p. 120)
Translation Verification (p. 120)
Semi-Technical Translations (p. 121)
What Language(s) to Communicate In? (p. 122)
Language and Thought (p. 123)
When to Market in Spanish? (p. 124)
Language and Our Different Selves (p. 125)
Language, Culture, and Identity (p. 125)
The Cultural Importance of the Spanish Language (p. 126)
When to Target in Spanish (p. 127)
The Increasing Case for English (p. 130)
Can the Marketer Use "Spanglish" or Switch Codes? (p. 133)
A Way of Communicating: Can We Market to Hispanic Youth in Spanglish? (p. 135)
How Sociopolitical Conditions May Influence Language Trends (p. 138)
Conclusions (p. 139)
Implications for Marketers (p. 141)
Case Study: Health Information Website-Florida Saludable (p. 142)
Case Study: Emerson-Blue Selecto Thermostat (p. 144)
Case Study: MyLatinoVoice.com (p. 147)
5 Enculturation, Acculturation, and Assimilation: A Bicultural Horizon (p. 53)
Latin Americans and Asians on the Rise (p. 153)
Undocumented Immigration (p. 153)
Births Versus Immigration: The New Equation (p. 155)
Mutual Cultural Change (p. 157)
Immigrants (p. 157)
Becoming Settled, Having Children, and Making the US Home (p. 159)
The Synergy of Cultures in Contact (p. 159)
Belonging to a Culture Does Not Mean Understanding it (p. 161)
How Do We Learn Culture: Enculturation, Acculturation, and Assimilation (p. 162)
Learning a First Culture: Enculturation (p. 162)
Acquiring a Second Culture: Acculturation and Assimilation (p. 162)
The Interplay of Individual and Society (p. 162)
Acculturation as a Process (p. 164)
Are These Immigrants like Their Predecessors? (p. 166)
Biculturalism and Bilingualism Are Advantages (p. 166)
Not from Here and Not from There: Third-Culture Individuals (p. 167)
A New Hispanic/Latino Identity (p. 168)
Segmenting Hispanics by Acculturation Phases (p. 169)
Linear Segmentation (p. 169)
Acculturation Segmentation in Two Dimensions (p. 170)
Cultural Segmentation in Multiple Dimensions (p. 173)
Crossing Acculturation with Other Variables (p. 173)
Life Stage (p. 173)
Shopping Style (p. 174)
Other Combinations (p. 174)
Taking Cultural Identification into Account (p. 175)
A Note About "Unacculturated" Hispanics (p. 176)
How to Make Segmentation More Productive (p. 176)
More Complexity (p. 176)
Segmenting by Brand Engagement (p. 177)
General Segmentations That Include Ethnic/Cultural Segments (p. 179)
All Marketing Is Cultural (p. 180)
Conclusions (p. 181)
Implications for Marketers (p. 182)
Case Study: Conill-Toyota Motor Sales (p. 183)
Case Study: Alma DDB-State Farm (p. 186)
Case Study: McDonald's-d expósito & Partners (p. 190)
6 Latino Subjective Culture: Insights for Positioning (p. 195)
The Core of Cross-Cultural Marketing (p. 195)
Positioning for Brand Success Among Hispanics (p. 196)
Successful Positioning (p. 197)
Marketplace Differentiation: Insights, Archetypes, and Dimensions (p. 197)
Marketing and Courtship (p. 198)
Dimensions Are Continua (p. 199)
From Universal to Particular Manifestations (p. 200)
A Place to Find Archetypes: The Dimensions of Culture (p. 201)
Time and Culture (p. 201)
Varying Experiences of Time (p. 202)
Time Affects Customer Relations and Product Use (p. 202)
Time and Media Planning (p. 203)
The Dimensions of Social Influence (p. 203)
Orientation Toward Others and Oneself (p. 205)
Gender (p. 206)
Explaining the Causes of Behavior (p. 209)
Marketing Insights, Cultural Tendencies, and Archetypes (p. 211)
Ways to Obtain Cultural Insights and Archetype Ideas (p. 212)
Reading Garcia Marquez, Carlos Fuentes, and Octavio Paz for Insights That Connect (p. 213)
Mariachi, Boleros, and Baladas: More Than Just Music (p. 215)
Qualitative Consumer Insight Generation (p. 216)
Key Pointers in Insight Generation and Identification of Cultural Archetypes (p. 218)
Meaningful Areas of Latino Subjective Culture (p. 218)
Wealth and Material Well-Being (p. 219)
Life Markers, Transitions, and Happiness (p. 220)
Que Será, Será-Whatever Will Be, Will Be (p. 221)
Why Mañana? (p. 221)
Suffering Is My Destiny (p. 221)
Individual or Group Responsibility? (p. 222)
A Child-Centric Society (p. 222)
Gender Relationships (p. 224)
Medicine, Remedios, and Health (p. 226)
Traditional Healers (p. 228)
Temperature (p. 229)
Conclusions (p. 230)
Implications for Marketers (p. 231)
Case Study: Alma DDB-McDonald's (p. 232)
Case Study: Casanova Pendrill-General Mills (p. 235)
Case Study: Grupo Gallegos-California Milk Processor Board (p. 238)
7 Culturally Informed Research Among Latinos (p. 245)
Digging Deeper but Not Finding (p. 245)
Translator, Traitor (p. 247)
Conceptual Adaptation from Scratch (p. 248)
Translating Back to the Original Language (p. 249)
The Logical Problem of Linguistic Equivalence (p. 249)
Localization for Better Globalization (p. 250)
Latino Scale Use (p. 252)
Answering Survey Questions Is Not Intuitive (p. 253)
Agreeing and Disagreeing with Statements (p. 254)
Answer Options that More Closely Reflect Consumer Thinking (p. 256)
Multiple Ways of Measuring (p. 257)
Explore Using Intuitive Alternatives (p. 257)
What Type of Data Is Needed? (p. 258)
Finding the Why (p. 259)
Qualitative Research Modalities (p. 261)
The Focused Group Discussion (p. 262)
Making a Latino Focus Group Work Better (p. 262)
The Moderator/Facilitator/Cultural Interpreter (p. 263)
Language Considerations (p. 264)
Mixing Countries of Origin (p. 2265)
Mixing Men and Women (p. 265)
Where to Conduct Focus Groups (p. 266)
Recruiting Sensitivity (p. 267)
Interpreting for Observers (p. 268)
Key Principle on Focus Groups Variations (p. 268)
When Group Synergy Does Not Add Value (p. 269)
Understanding How People Live (p. 269)
Homework, Assignments, and Creative Activities (p. 271)
Quantifying Latino Consumer Opinions and Behaviors (p. 271)
Data-Collection Tendencies (p. 272)
Examples of Approaches (p. 273)
Data Mining (p. 273)
Claritas (p. 273)
Geoscape (p. 274)
US Census Bureau (p. 275)
A Changing Way of Collecting Consumer Data (p. 277)
Cookies (p. 277)
Aggregate Browsing Data (p. 278)
Panel and River Methodology Data (p. 278)
Why Should Survey Research with Latinos Be Different? (p. 279)
How Relevant Research Guides Effective Campaigns (p. 282)
Planning Latino Insights (p. 283)
Conclusions (p. 283)
Implications for Marketers (p. 285)
Case Study: Creative OndemanD-Volkswagen of America (p. 286)
Case Study: Dieste-AT&T (p. 289)
Case Study: Lopez Negrete Communications-Walmart (p. 293)
8 The US Hispanic Marketing Industry (p. 301)
Media or Touchpoints? (p. 302)
Broadcast, Cable, and Satellite (p. 303)
Exposure to TV (p. 303)
Exposure to Radio (p. 307)
Print in the Form of Newspapers, Magazines, and Books (p. 309)
Newspapers (p. 310)
Magazines (p. 311)
Books (p. 313)
Movies (p. 314)
Online Providers and Aggregators (p. 315)
The Internet as a Cultural Force (p. 317)
Marketing Support (p. 317)
Advertising Agencies (p. 317)
An Association Emerged at a Time of Growth (p. 318)
Acquisitions and Mergers (p. 318)
Turmoil in Addressing US Latinos (p. 319)
Marketing Support Providers (p. 320)
Online (p. 320)
Public Relations (p. 321)
Market Research (p. 321)
Grassroots, Events, and Promotions (p. 322)
Industry Publications (p. 322)
Intra-Company Specialty Organizations (p. 323)
Handling Cultural Diversity in the Marketplace (p. 323)
Planning as a More Encompassing Effort (p. 325)
Conclusions (p. 325)
Hispanic Media (p. 326)
Hispanic Marketing Support (p. 327)
Implications for Marketers (p. 328)
Case Study: Health Care Education Pilot in Florida (p. 329)
Case Study: AOL Latino-Tu Voz (p. 331)
Case Study: The San Jose Group-US Cellular (p. 334)
9 The Digital World of US Latinos (p. 339)
A Liberating Technology (p. 339)
The Internet Redefines Marketing (p. 341)
How Many Latinos Are Online? (p. 343)
And They Are More Likely to Prefer the English Language (p. 343)
Once Online What Do Hispanics Do? (p. 344)
Use of the Internet (p. 344)
Online Presence (p. 345)
Economic Activity (p. 347)
Other Online Activities (p. 350)
The Experience of the Online World (p. 353)
Conclusion: Where Do We Go From Here (p. 354)
Implications for Marketers (p. 355)
Case Study: The San Jose Group-Illinois Bureau of Tourism (p. 356)
Case Study: Allstate Insurance Company-Captura Group (p. 359)
10 Latino Consumers and the Future of US Marketing (p. 365)
Youth and Fast Growth (p. 366)
A More Diversified Cultural Group (p. 366)
Culture at the Center Stage (p. 366)
Technology and Cultural Change (p. 367)
Crossover Synergies (p. 367)
A Shift in the Unit of Observation and Analysis (p. 368)
Acknowledging the Supernatural (p. 368)
Gender Role Relations (p. 369)
Leadership Trends (p. 369)
Use of Time and Space (p. 370)
Cross-Border Marketing (p. 370)
Sustainability and Green Consumer Behavior (p. 370)
Marketing, Empathy, and Ethics (p. 371)
Conclusions (p. 372)
Implications for Marketers (p. 373)
About the Authors (p. 375)
Index (p. 377)

Author notes provided by Syndetics

Felipe Korzenny, Professor and Founding Director of the Center for Hispanic Marketing Communication, Florida Stale University, Tallahassee, FL, USA, and former founder and principal of two market research and consulting companies.
Betty Ann Korzenny, Associate Director, Center for Hispanic Marketing Communication, Florida State University, Tallahassee, FL, USA, and former founder and CEO of two market research and consulting companies.