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The Poor as Customers (Development Thru Revolutionary Marketing Concepts) - An A.I.M. Article

by on Oct 16, 2011

  • 1,172 views

Traditionally, companies segment the market according to purchasing power or income level. Marketing to the have-less poses challenges in terms of discovering the peculiarities of the emerging ...

Traditionally, companies segment the market according to purchasing power or income level. Marketing to the have-less poses challenges in terms of discovering the peculiarities of the emerging have-less market as this segment has consumption and spending patterns different from the have-more. Moreover, marketing to the have-less means having to contend with a different kind of physical environment. Ultimately, the challenge to companies doing business with the have-less is to mine the fortune held in small quantities by the huge number of the yet-to-be tapped customers.

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The Poor as Customers (Development Thru Revolutionary Marketing Concepts) - An A.I.M. Article The Poor as Customers (Development Thru Revolutionary Marketing Concepts) - An A.I.M. Article Document Transcript