Understanding Hispanic Culture for Marketing

“One may ask why it is important to understand culture. There are many answers but in marketing, the importance of understanding culture is because “marketing is the science of making others fall in love with your products, services and ideas” (Korzenny &Korzenny p. 11). In order to receive the love one has to be knowledgeable about the target audience and act like a lover: highly interested in one’s subject. This concept also applies to U.S. Hispanic marketing. It is important to fully understand Hispanics values, beliefs, attitudes and behaviors. Furthermore it is important to understand how they identify within the American culture and relate to the culture from the country of their origin. Relevant first-hand information relating to all these matters was found by interviewing two U.S. Hispanic individuals. Their answers provided insight into understanding the U.S. Hispanic culture better. “

Stumble it! | |