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Don’t assume yourself out of a good idea

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in Leaders & Managers

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 stopped there.

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.

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