The Bottom of the Pyramid. A case study on marketing products and services
Language: English
Published by GRIN Verlag Aug 2015, 2015
- Softcover
- New
Seller: BuchWeltWeit Ludwig Meier e.K., Bergisch Gladbach, GermanyBuchWeltWeit Ludwig Meier e.K.
AbeBooks seller since January 11, 2012
Condition: New
£ 16.73
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Add to basketItem description from seller
This item is printed on demand - it takes 3-4 days longer - Neuware -Research Paper (postgraduate) from the year 2015 in the subject Business economics - Business Management, Corporate Governance, grade: B-, University of Bedfordshire, language: English, abstract: This theory into project report is written on the topic of 'Marketing Products or Services to the Bottom of Pyramid (BOP) Consumers'. Main aim of this report is to explore that to how much extent different MNCs have managed to target BOP consumers with their pursued marketing strategies. It has been intended that the concept of BOP has been defined numerous times by different authors. It has been observed that this untapped market has managed to grab the attention of various MNCs across the globe due to its vast opportunities. But the low purchasing power of consumers within this segment has provoked these MNCs to stay away from it.It has been predicted that the sheer size of this market would likely to lead towards profit and product innovation in coming years. Product element of marketing mix framework is all about the development of right product for the target market. Price is a financial element and it used to consider several factors (channel pricing, incentives and discounts) of underlying company. Promotion element is concentrating more on the underlying company's capability in relation to communicate with its exising and potential consumers. Placement is entirely concerned about all decisions incorporated in getting right product for the target marketplace.Marketing challenge know as acceptability is about an extend to invovled individuals in the compan's value chain process are willing to distribute, sell or cosume given product or service. Affordability challenge determines a degree to which company's products or services are affordable to the BOP consumers whereas, awareness is intended on the extent to which consumers are informed about the company's particular products or services. Last challenge (availability) measures an extend to which BOP consumers would able to buy and use a specified marketing offering. 32 pp. Englisch.…
Seller Inventory # 9783668032040
- Title
- The Bottom of the Pyramid. A case study on marketing products and services
- Author
- Junaid Javaid
- Publisher
- GRIN Verlag Aug 2015
- Publication year
- 2015
- Condition
- Neu
- Binding
- Taschenbuch
- Language
- English
- ISBN 10
- 3668032041
- ISBN 13
- 9783668032040
- Item weight
- 62 grams
- Dimensions
- 210x148x3 mm
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BuchWeltWeit Ludwig Meier e.K.
Bergisch Gladbach, Germany
AbeBooks seller since January 11, 2012
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