Don’t assume yourself out of a good idea — Business Management Daily: Free Reports on Human Resources, Employment Law, Office Management, Office Communication, Office Technology and Small Business Tax Business Management Daily
When Schering-Plough leaders first thought of marketing Dr. Scholl’s
foot-care products to the Latino-American market, they feared that the
brand name would never play well with Hispanic consumers. They nearly
But to make sure they were right, S-P conducted focus
groups and learned that Hispanic consumers would be eager to buy Dr.
Scholl’s if the product line was advertised the right way. S-P then
created a targeted marketing campaign that made the brand a historical
success among Latino-American buyers.
The moral: Don’t talk yourself
out of potentially profitable relationships by assuming the other
person will say “No.” Take the time to ask.
— Adapted from Multicultural Marketing, Alfred L.Schreiber, NTC Books.