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English Ẩn / hiện bản dịch
One Small Mistake...
After achieving spectacular success in the United States, a marketing specialist for a famous soft-drink company was sent to develop its market in the Middle East.
A year later, he returned bitterly disappointed. Not only had sales failed to rise, but consumers there had actually started boycotting the product.
A friend asked, "Why didn't you succeed with Arab customers?"
"When I was sent to the Middle East, I was absolutely confident of success. Our product was practically unknown there. My first problem was that I couldn't speak Arabic, so I planned a campaign using three posters to get our message across."
"The first showed a man crawling through a scorching desert, utterly exhausted and desperately thirsty. In the second, he was drinking our soft drink. In the third, he looked refreshed and radiant. I had our staff put the posters up everywhere."
"That should have worked," said his friend.
"Well, the trouble was that I didn't just fail to understand Arabic. I also failed to realize that Arabs read from right to left."
Từ vựng trong truyện
- spectacular: ngoạn mục
- boycotting: tẩy chay
- get our message across: truyền đạt thông điệp của chúng tôi
- scorching: nóng như thiêu đốt
- radiant: rạng rỡ