'DOUBLE STANDARD' NEEDED FOR ETHNIC MARKETING

LOS ANGELES -- Supermarket retailers who add ethnic product lines to attract a a particular group of shoppers need to judge product movement differently than they do on mainstream items, a marketing consultant told a seminar audience here last week."Too often retailers assess movement of ethnic merchandise by the same measure as they assess mainstream products, and then they're disappointed," Teresa

LOS ANGELES -- Supermarket retailers who add ethnic product lines to attract a a particular group of shoppers need to judge product movement differently than they do on mainstream items, a marketing consultant told a seminar audience here last week.

"Too often retailers assess movement of ethnic merchandise by the same measure as they assess mainstream products, and then they're disappointed," Teresa J. Soto, president and chief executive officer of About Marketing Solutions, Burbank,

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