دانلود رایگان مقاله بازاریابی در پایه هرم و دیدگاه برای شاغلین و دانشگاهیان

Abstract

This article argues that there is a strong case as to why marketing practitioners and scholars should be interested in Base of the Pyramid (BoP) markets, and attempts to enhance understanding of marketing in the BoP. We begin by describing the BoP market and reviewing the existing literature on BoP consumer behavior and marketing promotions. We then present a number of current practitioner approaches to marketing in the BoP and highlight disconnects between what occurs in practice and existing academic research. We conclude with four takeaways designed to inform marketing practitioners of potentially effective approaches and missed opportunities; in addition, we inform academics of areas where further research would be beneficial.

4. Final thoughts

Many of the practitioner insights and experiences were consistent with theorizing and findings from previous academic research. For example, practitioners surveyed for this article highlighted illiteracy and language diversity as a key challenge when marketing in the BoP, and many reported using images rather than words in their marketing. Practitioners also echoed the important role of WoM in the BoP. Additionally, all respondents indicated the use of multiple forms of promotions in the BoP as described in past academic research. In addition to these consistencies with past research, the practitioner insights highlight a few areas where practitioners may be able to improve the effectiveness of their marketing efforts, including increased use of non-traditional marketing promotions and mobile marketing.