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

Executive Summary of the Latino Market Latinos be changing the port 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 elaboration and whether the United States will ever truly be one nation. (Larmer, pg. 50) This race aptly describes the dawning of a new enlightenment era in the United States. Marketers are beginning to focus on an emerging grocery store known 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 reaching a generalized market segment do not apply to the complex Hispanic culture. In the last one-half of the 20th century, the size of the Hispanic market in America grew exponentia lly. tralatitious attempts to capitalize on the Hispanic market failed in large post to stereotypes and cultural myths. A new focus was necessary to attract, reach and preserve the market. In order tackle this potentially lucrative market, marketers need to translate 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 historic period clearly illustrate a pattern of growth, not only in population, but in wealth and education as well. Clearly, this is becoming a watertighter, savvier and better-educated market. As marketers become better acquainted with the Hispanic market, they have install several attributes that are typical of the Hispanic culture and influence in America.They first need to understand that the term Hispanic is a wide-cut generalization of several cultures and races, each with distinct characteristics and values. Once an understan ding that many an(prenominal) subcultures encompass the Hispanic community, marketers can disseminate the target market and breed 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 inclusion 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 Ethnic Eye Latino Media Arts. Minneapolis, MN University of Minnesota Press. 1996.Riverside Websters Tenth New Collegiate Dictionary. 1998Rodriguez, America. make Latino News Race, Language, Class. Thousand Oaks, CA Sage Publications. 1999Ro slow, Peter, and Janel Therrien Decker. A melt down to Building Market Dominance Case Histories in Hispanic Marketing. Roslow search 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+