PC manufacturer Gateway Inc. is debuting a major marketing initiative to sell computers to Spanish-speaking customers in the U.S. The San Diego company is the first major PC manufacturer to focus on Spanish speakers.
Starting today, customers may call an 800 number and hear automated telephone menus in Spanish, and be able to choose sales, customer service or technical support from professionals fluent in that language. Bilingual representatives will be on staff at stores in areas with large Hispanic populations. The company will also air Spanish-language TV ads on Univision and Telmundo, as well as radio stations in Miami and Phoenix.
With 13 million Hispanic households in the U.S., research shows that Hispanics are projected to become the second-largest minority group in the nation by 2000.
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