ogy coordinators, and school administrators before creating the education program. Another new strategy Gateway has come up with is targeting Hispanics, who are the fastest growing population in the United States. To attract this target audience, Gateway is running advertisements in Spanish, adding bilingual sales and technical staff, and offering computers equipped with Spanish software and keyboards.8 In recent surveys it was found that 36% of Hispanics had internet access in their homes, compared to 34% of white households.12 Initially the company is spending $2.5 million on television advertising targeted at Hispanics.12 One of the main reasons Gateway has launched this marketing plan, is due to recent surveys that have shown Hispanic communities are underserved by computer and internet companies. The main marketing strategy, and the most successful, is the Gateway Country stores. There are currently 240 of these locations around the world, in which almost every store is located in the same proximity as a competitor such as CompUSA or Circuit City.3 A major key to the success of the Gateway Country Stores is that it allows clients, particularly first time clients, to try the systems before they make a purchase. Also, when a customer makes a purchase of a system they receive several free software packages and software samples, as well as free internet service for a year. These centers have become the popular way for the Gateway company to introduce their products to the public and the stores carry a wide array of items promoting Gateway such as bags, T-shirts, day planners and so on all carrying the Gateway logo, which helps promote brand recognition. Because Gateway is so dedicated to making the customer feel like a part of a family, the Gateway Country stores have enhanced that feeling with its face-to-face contact. Gateway honestly believes that it works the hardest of any of its competition on building relationships bu...
