Latino market cannot be put in a cyclone, it is an evolving culture and of the over 65 million Latinos in the United States today, over 25 million are U.S. The joint venture concept means taking a look at your products or services, and then identifying other businesses that compliment those products or services and entering into joint marketing ventures. A lot of offers are advertised if you sign up for a card, such as discounts and free gifts. J.G.