MEXICO

International
marketing

Sub. By:
Rodelyn Ito
Student

Sub. To:
Crystelle joy o. santos
Class Adviser

MEXICO
 Mexico City is best known for its incredible history and culture. Mexico City is one of
the oldest cities in the Western Hemisphere, and it’s been a center of culture and
 politics for centuries. This city was founded by Aztecs in 1325, and it served as the
capital of the Aztec Empire.
 Mexican culture reflects a long and complex history of interactions between various
peoples through migration, conquest, and trade. Three centuries of Spanish rule
resulted in the blending of Spanish culture with those of different indigenous groups.
Efforts to assimilate the native population into Christian European culture during the
colonial era were only partially successful, with many pre-Columbian customs,
traditions, and norms persisting regionally (particularly in rural areas) or
becoming syncretized; conversely, many Spanish settlers integrated into local
communities through acculturation or intermarriage. However, a high degree of
stratification along the lines of class, ethnicity, and race perpetuated distinct
subcultures.
 Respect for elders, loyalty, hospitality, generosity, solidarity, and honor are all
highly prized virtues in Mexican culture. In addition to these values, Mexicans are
also known for their sense of humor, creativity, and joyfulness, which are reflected in
their art, music, literature, and festivals.

TRADITIONS
Mexican traditions include holidays, celebrations, food, and clothing.
Holidays
 Día de los Muertos: A two-day holiday on October 1 and 2 to honor deceased
loved ones with parades, food, dancing, and altars
 Cinco de Mayo: Celebrated on May 5 to commemorate Mexico's victory over
the French Empire in 1862
 Mexican Independence Day: Celebrated on September 16 to commemorate
the Grito de Dolores in 1810
 Día de la Virgen de Guadalupe: A national holiday to celebrate the Virgin
Mary's appearance to an indigenous man in 1531
 Las Posadas: A religious festival celebrated between December 16 and 24 to
commemorate Mary and Joseph's journey to Bethlehem
 Día de los Reyes: Celebrated on January 6 to honor the Three Wise Men
Food
 Traditional Mexican cuisine is a community-based practice that includes
farming, cooking, and eating.
 Chile en nogada, maize, tamales, pozole, mezcal, pan de muerto, and cóctel
de camarón Mole sauce, which has dozens of varieties across the Republic, is
seen as a symbol of Mexicanidad and is considered Mexico's national dish.
Clothing
 Traditional Mexican clothing includes the huipil, a loose-fitting tunic worn by
women; the sarape, a colorful shawl worn by men; and the sombrero, a
wide-brimmed hat
 Other traditions
 Siestas, a short nap after lunch
 Pinatas, a tradition for birthdays
 Respect for elders, hospitality, and generosity

BELIEFS
Religion
 Christianity is the predominant religion in Mexico comprising 91.3% of the
population, with Catholicism being its largest denomination representing
around 78% of the total population as of 2020 census.
 The absolute domination of Catholicism is declining gradually in Mexico, but
it is still the religion of approximately 85% of Mexicans. A small number
of Jehovah's Witnesses, Adventists and Mormons do exist and grow in
number every year. Mexico also has 10% 'traditional' Protestants and 5%
Jews.
 Breakdown
 Roman Catholic Christianity 82.7%
 Pentecostal, Evangelical, and Mainline Protestant Christianity 6.6%
 Atheist of Agnostic 4.7%
 Jehovah's Witness Christianity 1.4%
 Other Beliefs 4.6%

NORMS
Family norms
 Mexican families are typically very traditional, with the father having
ultimate authority in family decisions. The mother is highly-respected, but
she is often perceived as second-in command to her husband. Besides being a
family-oriented society, Mexico is also a hierarchical society.
Marriage norms
 Traditionally, Mexican couples will tie the knot with a mass in the Catholic
church. A Catholic priest will preside over the wedding ceremony, oversee
the exchange of rings and vows, and offer a blessing to the couple.
Cultural norms
 Be respectful and courteous, especially when in the company of parents or
elders. Try to be open to your Mexican counterpart's friends and family.
Mexicans are often very welcoming to friends of friends based on small social
connections. They will appreciate it if you are similarly open-hearted to their
loved ones.
Business norms
Mexican culture is relationship-oriented, and personal connections are
important for success. DO’S and DON’TS to help navigate professional interactions in
Mexico doing a business;
 DO’S
  Build personal relationships: Mexicans value personal relationships
and trust. Take time to build rapport with your counterparts. It is also
okay to talk about personal matters in your life to build mor strong
relationships.
 Use formal tittles: Use formal tittles like “Senor” (Mr.), “Senora”
(Mrs.), or “Licenciado” (Licensed Professional) until you’re explicitly
invited to use first names.
 Dress Professionally: Dress conservatively and professionally,
especially for initial meetings. Casual are acceptable, use light color
also.
 Be Punctual: Punctuality is valued in Mexico. Arrive on time or 10
minutes before for meetings and appointments.
 Use business cards: Exchange business cards as a sign of
professionalism and respect. Give each of the persons in the meeting
a business card.
 Show respect for the hierarchy: Mexico is a hierarchical society. Show
respect to those in positions of authority. The seating arrangement in
a meeting must be, those who are in a low rank will sit to the lowest
reach of the high rank (malapit sa may pintuan). If meeting is
adjourned, wait for the boss to stand and leave first the room
followed by next rank to him until to the lowest rank to leave the
room.
 Be prepared to negotiate: Negotiation is a key part of Mexican
business culture. Be prepared to negotiate prices, terms, and
conditions.
 DON’TS
 Don’t rush business decisions: Mexicans often take time to make
business decisions. Don’t rush the process.
 Avoid confrontational behavior: Avoid confrontational or aggressive
behavior, as it can damage relationships. Especially in meeting avoid
confrontation, be professional.
 Don’t discuss politics or corruption: Avoid discussing sensitive topics
like politics or corruption, as they can be divisive.
 Avoid physical contact with the opposite sex: Physical contact
between men and women is generally reserved for family members or
close friends.
 Don’t assume everyone speaks English: While many Mexicans speak
some English, it’s not universally spoken. Be prepared to
communicate in Spanish.
 Avoid being overly direct: Mexicans often value indirect
communication. Avoid being overly direct or blunt.
 Don’t underestimate the importance of Siestas: The siesta (afternoon
rest) is an important part of Mexican culture. Avoid scheduling
meetings during this time (usually 2-4pm).
  Additional Tips
 Learn some Spanish: Showing an effort to speak Spanish can go a long
way in building relationships.
 Understand the concept of “manana”: “Manana” (tomorrow) is a
flexible concept in Mexico. Be prepared for delays or changes in
schedules.
 Be patient and flexible: Business in Mexico can be unpredictable. Be
patient and flexible, and be prepared to adapt to changing
circumstances.

ETIQUETTES
Basic Etiquette
 People are expected to pay 10-15% as a tip after a service has been
performed.
 It is polite to say “Salud” when someone sneezes. This literally translates as
“health” but means the equivalent of “bless you”.
 If you cannot avoid momentarily interrupting a conversation, it is polite to
say, “Con permiso” (Excuse me) before speaking up.
 Men commonly open doors and offer seats for women.
 Men are typically expected to pay for all meals when out dining, even if a
female was the one to initially extend the invitation.
 Always take the time to say goodbye to someone properly before leaving. A
hasty exit can imply that you did not enjoy their company.
 Show heightened respect to those that are noticeably older than yourself.
Give way to them in public, and allow them to be served first or take your
seat if all are full.
 Do not toss someone an object to pass it to them. Hand it to them directly
and respectfully.
Visiting
 Good friends may visit one another without giving prior notice. In other
circumstances, an invitation is generally expected.
 If invited to a social function in Mexico, you are often welcome to bring
friends or family unless the host has specifically made clear that it is a closed
event.
 The point of one’s visit is generally to converse and socialize.
 It is not essential to bring things when visiting Mexicans. People are generally
more interested in your company and conversation than what gifts you bring.
However, it is common for female guests to bring a salad or dessert to a
dinner while male guests usually bring alcohol.
 Mexicans have a reputation for being hospitable. They generally wish for
their guests to sit back and relax whilst they accommodate for the visit.
However, it is polite to ask to assist the host to cook and clean up.
  It is considered very impolite to refuse refreshments outright. If you are
offered something by your host, you can politely decline the offer by saying
“ahorita” (literally translating as “right now”). This means ‘not right now, but
maybe later’ and is a far more polite way to refuse an item.
 Do not leave directly after a meal has been served. It is expected that guests
will stay to converse for a while after.
 Make sure you say a thorough goodbye before leaving someone’s house.
Everyone usually embraces before departing. Sometimes goodbyes can be
quite prolonged from the time that someone actually announces his or her
departure.
 It is important to call or text your Mexican counterpart when you get home
to let them know that you arrived safely. You can expect them to send a
message asking if you are okay if you forget.
Eating
 Use every opportunity to compliment Mexican food, whether you like it or
not. Mexicans are extremely proud of their cuisine and find it very endearing
when foreigners show a similar appreciation.
 If you do not have a good tolerance for spicy (picante) food, tell your
Mexican counterpart. Many meals are made up of multiple components that
have varying degrees of chillis in them. Most Mexicans will be understanding
and direct you on which salsas to avoid. Corn chips or tortillas are usually
served with spicy dishes to relieve the sensation.
 Lunch (comida) is the main meal of the day in Mexico. It is eaten in the
afternoon. Dinner (Cena) is smaller meal. Some children may have a light
snack at night – known as ‘merienda’.
 If eating street food, one usually consumes what they have bought in front of
the stand where it was purchased.
 If seated at a table, keep both hands visible above the tabletop.
 Mexicans may eat certain traditional foods with their hands instead of
utensils. For example, it is common to use tortillas to scoop food.
 Western Mexican food often uses hard-shell tacos. However, this is generally
not traditional in Mexico unless eating ‘fried tacos’ in which the tortilla wrap
is deep-fried until it’s hard.
 Very few Mexicans are vegetarians. Therefore, you will need to be explicit if
you have dietary requirements.
 Expect meals to last quite a long time, especially if there are multiple dishes
and servings. Mexicans prefer to socialize over meals, and do not like to be
rushed when eating.
 Ask to be excused before leaving a table momentarily.
 It is common for alcohol to be served with dinner when guests are present.
 The most popular alcoholic drink is beer. Many Mexicans also like a famous
Mexican spirit known as ‘mezcal’. This is a spirit that is served in a shot glass
and sipped slowly. Mexicans often have a beer at the same time and sip one
after the other intermittently.
  People toast their drinks by yelling “Salud!” (Health).
 If someone of the opposite gender invites you to dinner in Mexico, it is
usually interpreted as a potentially romantic gesture. Ask for your friends,
associates or partner to join the meal in order to reduce the chances of a
misunderstanding.
Gift Giving
 Gifts are often given on special occasions, such as birthdays, Christmas and
Mother’s or Father’s Day. They may also be given to expectant mothers.
 A girl’s 15th birthday is a pivotal occasion called ‘quinceañera’. It is expected
that she receives very grand gifts.
 In some areas of rural Mexico, people may serenade each other to show their
love and gratitude.
 Gifts are usually opened upon receiving them and are enthusiastically praised
in front of the person who presented them.
 If giving someone flowers, avoid buying marigolds as they symbolize death.
Red flowers can also have negative connotations. Some believe they cast
spells. However, white flowers have positive connotations and are thought to
lift spells.
 You may give gifts out of gratitude (for example, to a host, business partner
or a secretary). However, if the person is of the opposite gender, it is best to
say that the gift is from your husband/wife to avoid it being interpreted as a
romantic gesture.