Found in Translation

摘要

The potential rewards of tapping into the burgeoning Hispanic market have long been obvious. But far too many companies miss the opportunity by misunderstanding it.rn"You can't generalize about the marketplace," says Denise Hopkins, vice president of marketing and product development at Experian's Marketing Information Services. "Thinking that all Hispanics will purchase in the same way is probably the worst thing you can do."rnAccording to the U.S. Census Bureau, as of July 1, 2004, Hispanics accounted for 14.1 percent of the population, or nearly 41.3 million people. The Census Bureau's projected Hispanic population for July 1, 20S0, is 105.6 million people—25 percent of the nation's total population on that date. Currently Forrester Research maintains that Hispanic consumers living in the United States cumulatively have $575 billion worth of spending power.