Executive Summary of the Hispanic Market Essay -- Hispanic Culture Mar

Executive Summary of the Latino Market Latinos are changing the way the country looks, feels, and thinks, eats, dances, and votes. From teeming immigrant meccas to small-town America, they are filling churches, building businesses, and celebrating this Latin heritage.... In America, a country that constantly redefines itself, the rise of Latinos also raises questions about race, identity, and culture and whether the unify States will ever truly be one nation. (Larmer, pg. 50) This public life aptly describes the dawning of a new enlightenment era in the United States. Marketers are beginning to snap on an emerging market cognise as the Hispanic/Latino community. The sheer strength of the Hispanic market can no longer be avoided as marketers are realizing that traditional methods of range a generalized market segment do not apply to the complex Hispanic culture. In the last half of the 20th century, the size of the Hispanic market in America grew exponentially. Tradit ional attempts to capitalize on the Hispanic market failed in large part to stereotypes and cultural myths. A new steering was necessary to attract, reach and retain the market. In order tackle this potentially lucrative market, marketers need to watch the cultural attributes that define the Hispanic market. Their primary focus is to understand the statistical values that characterize the group. Census figures over the last thirty years clearly illustrate a pattern of growth, not single in population, but in wealth and education as well. Clearly, this is becoming a stronger, savvier and better-educated market. As marketers become better acquainted with the Hispanic market, they have shew several attributes that are typical of the Hispanic culture and influence in America.They first need to understand that the term Hispanic is a broad abstractedness of several cultures and races, each with distinct characteristics and values. Once an understanding that many subcultures encompass the Hispanic community, marketers can disseminate the target market and address those characteristics shared amongst the Hispanic community. Level of acculturation, brand loyalty, language, religion and a strong sense of family are those shared traits that need further study in order to properly understand what Hispanics believe, care for and personify. Once a deeper comprehension of the Hispa... ...d Asians. New York, NY American Marketing Association. 1987.Guernica, Antonio. Reaching the Hispanic Market Effectively The Media, the Market, the Methods. New York, NY McGraw-Hill Book Co. 1982.Larmer, Brook. Latino America. Newsweek, July 12, pg. 50-58. 1999.Noriega, Chon and Ana M. Lopez, Eds. The pagan Eye Latino Media Arts. Minneapolis, MN University of Minnesota Press. 1996.Riverside Websters Tenth New Collegiate Dictionary. 1998Rodriguez, America. Making Latino News Race, Language, Class. Thousand Oaks, CA shrewd Publications. 1999Roslow, Peter, and Janel Therrien Decker. A Gu ide to Building Market Dominance Case Histories in Hispanic Marketing. Roslow Research Group Inc., 1998.United States Census Bureau. Census 2000. Washington Census.gov. 2002. http//www.census.gov. (30 Sep. 2002)United States Census Bureau. Historical Income Tables-Households. Census.gov. 2002. http//www.census.gov/hhes/income/histinc/h05.html. (30 Sep. 2002)Valdes, M. Isabel. Marketing to American Latinos A Guide to the In-Culture Approach. Ithaca, NY Paramount Market Publishing, Inc. 2000.Whitefield, Mimi. Mining the Market The Miami Herald 17 Oct. 2001, C1+