| INTRODUCTION |
| |
| CHAPTER
1 REASONS FOR LIMITED MARKETING SUCCESS |
| The
Limited Availability of Reliable Hispanic-Related Demographic
Data |
| The
Use of Word-for-Word Translations From English to Spanish |
| Marketing
and Advertising Campaigns That Are Not Culturally Relevant for
Hispanics |
| Limited
Knowledge of the Cultural and Motivational Factors That Influence
Hispanic Purchasing Behavior |
| |
| CHAPTER
2 “THE HISPANIC GOLD RUSH™” |
| Hispanics
Are the Largest Ethnic Group in the U.S. |
| |
One
of Every Four U.S. Residents in 2050 Will Be Hispanic |
| |
Hispanic
Families Are Larger Than Non-Hispanic Families |
| Where
Hispanics Live |
| |
Three-Fourths
Live in Five States |
| |
Hispanics
Are the Majority Population in Three States |
| |
The
Emergence of Hispanics in Cities and States Across the U.S. |
| |
|
Twenty-One
States Double Their Hispanic Population |
| |
|
Hispanics
Are the Largest Minority in 23 States |
| |
|
The Top 10 Hispanic Markets |
| Hispanics
Have the Youngest Population |
| |
More
Than One-Third Are Under the Age of 18 |
| |
Their Average Age is 26 |
| Hispanics
Are the Source of Financial Growth |
| |
Fastest
Growing Middle Class |
| Hispanic
Buying Power |
| |
They
Are Energizing Consumer Market |
| |
Buying
Power Will Hit $1 Trillion by 2010 |
| |
Top
Hispanic Expenditures |
| |
| CHAPTER
3 COMMON BARRIERS TO SUCCESS |
| Language
Preferences and Cultural Appeal |
| Problems
With Stereotyping |
| |
| CHAPTER
4 KEY HISPANIC TRAITS |
| The
Role of Religion |
| The
Importance of Children |
| The
Family Hierarchy |
| Hispanic
Group Orientation |
| Some
Hispanics Do Not Follow Rules, Instructions, or Deadlines |
| |
| CHAPTER
5 HISPANIC RELATIONSHIP MANAGEMENT |
| Hierarchical
and Indirect |
| Oriented
in the Present |
| Loyal
to Quality, Not Price |
| |
| CHAPTER
6 CULTURALLY ATTUNED COMPANIES |
| Implementation
of Integrated, Year-Round Marketing Campaigns |
| High
Customer Service in Spanish From End-to-End |
| Responsible
Corporate Citizens |
| Provide
Relevant Products and Services |
| |
| CHAPTER
7 THE BOTTOM LINE |
| Where
Do We Go From Here? |
| |
| AUTHOR
INFORMATION |
| |
| ENDNOTES |
