To serve people of different cultures, Wal-Mart, as part of its Diversity and Inclusion strategy, teaches its staff multicultural marketing. As a result, Wal-Mart advertisements are produced in many languages including “Hispanic, Vietnamese and South Indian’’ languages (Diversity and Inclusion, 2007). In addition to these direct attempts at reaching the customer, the company also trains staff who are dedicated to serving in multicultural markets. The aim is to make these employees understand not only the language but also the cultures of the different groups amongst whom they will serve.
Training employees to serve in culturally diverse environments has immediate and long-term benefits for both the employee and the company. For the company, the immediate benefits include the ability to reach new customers without being inhibited by language or cultural limitations. For the long-term, the company benefits by acquiring the goodwill of the customers who feel appreciated because of the trouble the company has taken to understand them. In any sales business, customer goodwill should not be taken for granted.
The employee who gets trained to serve in culturally diverse environments also benefits by acquiring new language, cultural and business skills which would not have been gained without such programs. In addition, the exposure to other people’s languages and culture helps in the intellectual growth of an individual. Exposure to other languages and cultures teaches the employee to understand and be tolerant to other people.
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