Marketing to the Poor
Marketing to the Poor

Author: Ramendra Singh

Publisher: Taylor & Francis

Published: 2022-10-12

Total Pages: 124

ISBN-13: 1000634213

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This book looks at markets in low-income economies and how they require fundamentally different marketing systems and strategies. Analyzing the sociocultural characteristics of these markets, it offers solutions for businesses to overcome spatial, institutional, and financial challenges while working in these contexts. Markets for the poor are characterized by resource scarcity, weak institutions, and low literary rates, as well as a strong presence of cultural and community ties. This book provides an understanding of these marketplaces, including the consumer’s wants and aspirations, the relationship of the individual within the social milieu, and their unique cultural contexts. It provides strategies for businesses to develop a bottom-up knowledge of global markets and incorporates practices which are inclusive and sustainable. It also explores the links between human development, entrepreneurship, and marketing which are especially relevant in the pandemic-hit global economy. This book will be of interest to students and researchers of marketing, business studies, business administration, rural management, marketing management, economics, and development studies.

Up and Out of Poverty
Up and Out of Poverty

Author: Philip T. Kotler

Publisher: Pearson Prentice Hall

Published: 2009-06-11

Total Pages: 368

ISBN-13: 0131364553

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In this book, legendary marketing expert Philip Kotler and social marketing innovator Nancy Lee consider poverty from a radically different and powerfully new viewpoint: that of the marketer. Kotler and Lee assess each proposed path to poverty reduction, from traditional large-scale foreign aid to improved education and job training, economic development to microfinance. They offer powerful new insights into why so many anti-poverty programs fail - and propose a new paradigm that can achieve far better results. Kotler and Lee show how to apply advanced marketing strategies and techniques - including segmentation, targeting, and positioning - to systematically put in place the conditions poor people need to escape poverty. Through real case studies, you'll learn how these marketing techniques can help promote health, education, community building, personal motivation, and more. The authors provide the first complete, marketing-informed methodology for addressing specific poverty-related problems - and assessing the results. They also demonstrate how national and local anti-poverty programs can be improved by more effectively linking government, NGOs, and private companies. Over the past 30 years, the authors' social marketing techniques have been successfully applied to health care, environmental protection, family planning, and many other social challenges. Now, Kotler and Lee show how they can be applied to the largest social challenge of all: global poverty.

Marketing's Role in Addressing the Poor as Customers
Marketing's Role in Addressing the Poor as Customers

Author: V. Kasturi Rangan

Publisher:

Published: 1999

Total Pages: 31

ISBN-13:

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There are upwards of 3.0 billion poor people in the world. Development assistance and social programs adding up to more than $1 trillion dollars per year are directed at these consumers to lift them out of poverty. But the effectiveness of this massive effort is questionable, given the rising number of poor (according to World Bank data). The reasons for the slow progress, of course, are complex and have to do with failures in social and economic policy, as well as management. In this paper we focus on management and one aspect of marketing. We argue that the marketing discipline has a crucial role to play in this poverty alleviation effort. We offer three avenues for exploration. First, we suggest that the poor people should be viewed as customers (and not beneficiaries), and that they should be the judge of whether a program creates value. While acknowledging that in many cases the value of the donors and customers could converge, we advocate that the "customer's value" serve as the benchmark. Second, we urge social marketers to take on the challenge of social change programs, especially the ones that offer a social benefit at private cost. While such a program can be made to appeal to an individual's societal nature, much more can be achieved if the program is oriented to deliver private benefit as well. Finally, we urge the marketing discipline to carve out a facilitator's role in resource allocation debates underlying much of infrastructural economic development projects. Marketing's involvement has been at a superficial input level providing equipment and services. It has a much more important role in bringing the voice of the poor people to the value creation and allocation process.

Business Solutions for the Global Poor
Business Solutions for the Global Poor

Author: V. Kashturi Rangan

Publisher: John Wiley & Sons

Published: 2007-02-03

Total Pages: 455

ISBN-13: 0787988545

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Based on research presented at The Harvard Business School’s first-ever conference on business approaches to poverty alleviation, Business Solutions for the Global Poor brings together perspectives from leading academics and corporate, non-profit and public sector managers. The contributors draw on practical and dynamic how-to insights from leading BOP ventures from more than twenty countries world-wide. This important volume reflects poverty’s multi-faceted nature and a broad range of actors—multinational and local businesses, entrepreneurs, civil society organizations and governments—that play a role in its alleviation.

Making Market Systems Work for the Poor
Making Market Systems Work for the Poor

Author: Joanna Ledgerwood

Publisher:

Published: 2021-03-15

Total Pages: 216

ISBN-13: 9781788531412

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'The M4P approach fosters understanding of the functions and players within market systems and how these can be strengthened in order to better serve the needs of the poor.' Alan Gibson. This collection, all inspired in some way by Gibson's teachings, is essential reading for practitioners, funders, consultants, academics, and policymakers.

Poor Richard's Internet Marketing and Promotions
Poor Richard's Internet Marketing and Promotions

Author: Peter Kent

Publisher: Top Floor Publishing

Published: 1999

Total Pages: 0

ISBN-13: 9780966103274

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The Internet provides a tremendous opportunity for reaching people around the world, for getting the word out about your products, services, ideas, and beliefs ... if you know what you're doing. Otherwise you'll flounder around spending lots of time and money on the Internet without realizing any benefit. Book jacket.

The Low-Income Consumer
The Low-Income Consumer

Author: Linda F. Alwitt

Publisher: SAGE Publications, Incorporated

Published: 1996-02-15

Total Pages: 216

ISBN-13:

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Product, price, promotion and place: these are the four key areas in which marketing influences consumers. This innovative book takes the stance that poor consumers are distinctly disadvantaged in each of these areas. Documenting the imbalance of the exchange process by describing the business practice of those who market to poor consumers, issues related to basic necessities such as food, housing and transportation are addressed, as well as the consumption of `sin' products by poor consumers. The problems faced by those who target low-income consumers are also examined, including the conflict between sound marketing practices and marginally ethical or unethical applications of those practices. The final section of the book

Fighting Poverty Together
Fighting Poverty Together

Author: A. Karnani

Publisher: Springer

Published: 2016-04-30

Total Pages: 297

ISBN-13: 0230120237

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In this hard-hitting polemical Karnani demonstrates what is wrong with today's approaches to reducing poverty. He proposes an eclectic approach to poverty reduction that emphasizes the need for business, government and civil society to partner together to create employment opportunities for the poor.

Marketing to the Low-Income Consumer
Marketing to the Low-Income Consumer

Author: Paulo Cesar Motta

Publisher:

Published: 2014-01-31

Total Pages: 0

ISBN-13: 9781606494660

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This book is unique in several ways. First, it focuses on marketing to low-income consumers, but not those in extreme poverty. Consumers earning income around the poverty line are a sizable group in nearly every country. Often, major marketing textbooks tend to assume that consumers are at least middle class, and as a consequence, most of them do not even include the low-income audience. Second, this book contextualizes the low-income consumer within the marketing discipline. It considers the low-income consumers who engage voluntarily in market exchanges. These consumers differ significantly from those in extreme poverty who, as a group, are not sufficiently attractive to most corporate businesses. In turn, those who live in extreme poverty demand substantial attention from major social endeavors. However, the low-income consumers can be better served if businesses give them proper analytical attention. Third, this book embraces the profit motivation, assuming that marketing without profit goals cannot sponsor arguments for poverty subjects over any other claims. It also supports the idea that marketing cannot address poverty by demanding businesses sacrifice profit to benefit a new stakeholder. Fourth, no other book explores the topic of poverty from a marketing perspective like this. It borrows concepts from other disciplines and molds them to marketing thought. By doing this, it develops a unique vocabulary for poverty, which is essential for marketing to be comprehensive. This approach avoids sending students to other schools where poverty knowledge lacks the appropriate business perspective. It also helps readers understand the poverty concepts within the marketing discipline.