Author: United States. Task Force on Marketing and the Low-Income Consumer
Publisher:
ISBN:
Category : Consumer satisfaction
Languages : en
Pages : 76

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Book Description

Author: Paulo Cesar Motta
Publisher:
ISBN: 9781606494660
Category : Low-income consumers
Languages : en
Pages : 0

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Book Description
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.

Author: Linda F. Alwitt
Publisher: SAGE Publications, Incorporated
ISBN:
Category : Business & Economics
Languages : en
Pages : 216

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Book Description
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

Author: United States. Business and Defense Services Administration
Publisher:
ISBN:
Category : Bibliographie
Languages : en
Pages : 60

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Book Description

Author: Frederick D. Sturdivant
Publisher: Marketing Classics Press
ISBN: 1613112017
Category : Business & Economics
Languages : en
Pages : 151

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Book Description

Author: David Caplovitz
Publisher:
ISBN:
Category : Consumers
Languages : en
Pages : 0

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Book Description

Author: Jim Cockrum
Publisher: John Wiley & Sons
ISBN: 1118120043
Category : Business & Economics
Languages : en
Pages : 358

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Book Description
Simple, powerful marketing strategies every business can afford to implement There's never been a better time to be a marketer or entrepreneur than right now. Thanks to the Internet, a new world of free and inexpensive tactics can help get the word out to the prospects of any business with a limited marketing budget. Free Marketing delivers more than 100 ideas to help any small business owner or marketer generate new revenue—with little or no marketing budget. With both Internet-based and creative offline ideas, you'll discover ways to turn your top customers into your unpaid sales force, get your competitors to help you promote your new products, and other innovative ways to get the word out. Create a "squeeze page," the most powerful one page website you'll ever build Use simple YouTube videos to grow sales Hold an eBay auction for publicity purposes (author Jim Cockrum made $30,000 and earned tons of free publicity from just one auction) and more! Grow a successful business without letting your marketing budget tell you "No." Jim Cockrum has proven that the most powerful marketing strategies are the cheapest.

Author: Alan R. Andreasen
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 392

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Book Description

Author: United States. Business and Defense Services Administration
Publisher:
ISBN:
Category : Bibliographie
Languages : en
Pages : 60

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Book Description

Author: Rossano V. Gerald
Publisher: Universal-Publishers
ISBN: 1612337554
Category :
Languages : en
Pages : 192

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Book Description
The research problem focused on Panama's low-income consumers' decision making process when shopping for consumer-products. The purpose of the research was to determine Panama's low-income consumers' consumption values, preferences, and loyalty towards a particular brand over another. The qualitative research method was employed in this study, and the data collection process consisted of observation and in-depth interview documents that were organized and categorized. The results of the study found that Panama's low-income consumers' brand preferences were widely varied and brand-loyalty behavior was influenced by consumers' knowledge, perceptions, and commitment towards a particular product and service provider. Recommendation for further study addressed the marketing strategy that could be used to identify consumers' consumption preferences and loyalty towards a particular brand.