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Chapter Nine

Chapter Nine. Local Marketing in New Growth Markets. Local Marketing in New Growth Markets. Raw materials (authoritarian) vs FDI (capitalistic) markets Market analysis trade blocs, introduction/growth stage of PLC, emerging middle class segments favorable view of foreign products

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Chapter Nine

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  1. Chapter Nine Local Marketing in New Growth Markets

  2. Local Marketing in New Growth Markets • Raw materials (authoritarian) vs FDI (capitalistic) markets • Market analysis • trade blocs, introduction/growth stage of PLC, emerging middle class segments favorable view of foreign products • Product strategy • localization required, adaptation optional, brand support, foreign origin • Pricing • status pricing, tempered with need to build loyalty in low income markets • Promotion • build brand image for long term potential, intellectual property problems • Distribution • nurture relationships, invest in channel structure and loyalty

  3. Marketing in Latin America • Concentration of wealth is common • Regional trade groups - NAFTA, Mercosur, LAIA • Urban/rural segmentation • Family oriented, traditional segment • Major markets are Argentina, Brazil, Mexico, Chile • Pan-regional marketing strategies

  4. Marketing in Asian New Growth Markets • Ambivalence toward Japan • Variations in size and ethnic composition • In recovery from economic crisis which reversed the trend of rapid economic growth • Global identification of consumers, especially in emerging middle class • Desire for “harmonious whole” creates brand loyalty • Leading markets for emerging economies • Major markets are South Korea, Taiwan, Hong Kong • Pan-regional marketing strategies possible, but risky

  5. Chapter Terms and Essay • Terms • Authoritarian political regimes, colonial domination, newly industrialized economies, pan-regional Latin American/Asian marketing, urban vs rural population • Essay • How do new growth mature markets differ from emerging and mature markets. Using one of the two areas discussed in the text as an example, explain the challenges involved in competing in mature markets.

  6. Modern China Video • How have economic reforms affected the lives of the Chinese people? Explain. • How does this impact vary in different geographic areas of the country? Explain. • How do you think the process of economic reform will influence the course of political reform?  Explain. 

  7. Chapter Nine Local Marketing in New Growth Markets

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