Problem:

Advertising to the growing Hispanic population in the United States means taking the commercial prepared for the mainstream and adapting it for this market. The case gives many examples of how companies such as Fox Sports Net, Energizer, and Southwest Airlines have been successful in communicating to the Hispanic market.

Question 1) You're assistant director of marketing for a maker of upscale furniture, and your company is preparing to enter new markets in California and the Southwest. Entering new markets, especially one of this size, is expensive, and your boss has decided to forgo Spanish-language advertising as part of the firm's market entry strategy. You're inclined to disagree. What might you say to your boss to change her mind?

Question 2) You're a top manager in a large factory whose workforce is approximately 40 percent Hispanic. Business is down because of the recession, and you've learned that there's a rumor about layoffs circulating in the grapevine. In particular, a lot of Hispanic-speaking employees seem to think that they'll be laid off first. How should you deal with the rumor?

Question 3) Arnold Schwarzenegger, the Austrian-born ex-governor of California, which is home to 13.6 million Hispanics, advised Latino immigrants that if they want to learn English more quickly, "You've got to turn off Spanish[-language] television. . . . I know that when I came to this country, I very rarely spoke German to anyone." Do you agree with Schwarzenegger's advice to immigrants on learning English in the United States? Why or why not?

Provide thorough explanation of the given question.