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Companies, especially those with mature product lines (such as detergents, cereals, and appliances) wishing to sell to the 57 percent of the world who live at or below the poverty line (also known as those at the “bottom of the pyramid,” or BoP), need to make major adjustments in their marketing mixes to provide affordable, safe products that those consumers want. Most of these consumers do not have even basic access to products and services the rest of the world takes for granted. Instructions P&G, GE, and even Coca-Cola have adjusted their marketing mixes—most significantly, their products—to serve the BoP. Reviewing the seven major marketing decision areas that might be called into question under the law, what are at least three legal and/or ethical considerations marketers segmenting the BoP should consider, and why? Your paper should be a minimum of one page. You must cite at least one source in the body of your paper and provide a full citation using APA format.

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Samantha Balando
Samantha BalandoLv7
28 Sep 2019

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Related questions

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A. product
B. place
C. performance
D. promotion
E. price

2. Marketers want their firms to develop efficient operationsbecause this kind of efficiency:
A. usually leads to lower prices or greater pricingflexibility.
B. allows the firm to offer greater value to customers.
C. makes it easier to get the products customers want to them whenthey want them.
D. can lead to more attractive margins.
E. All of these

3. The Ethical Decision-Making Framework includes all of thefollowing steps EXCEPT:
A. identify issues.
B. promote the firm's corporate social responsibilityefforts.
C. gather information and identify stakeholders.
D. brainstorm and evaluate alternatives.
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4. The centerpiece of the Marketing Environment Analysis Frameworkis:
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7. One of the reasons marketers use loyalty segmentation is:
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10. By the time BMW and Mercedes Benz entered the mini-SUV market,there were many competitors, sales had peaked, and profits weredeclining. These firms entered the market during the ______________stage of the product life cycle.
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11. By providing good customer service, firms __________ theirproducts or services.
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B. add value to
C. reduce the zone of tolerance for
D. reduce the empowerment cost associated with
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Attached is an article titled Online reviews influence US shoppers. Respond to the following, based on the article’s contents:

(a) Describe the kind of study that was done, and list two of its objectives; ypour response should contain at least five sentences;

(b) Reproduce 6 questions, EXCLUDING DEMOGRAPHIC QUESTIONS, that appeared on the questionnaire that was used in the study. The questions should beclosed-ended questions and in the format they would have been on the questionnaire that was used for the study. You should indicate the section of the article that provides justification for each question. You are limited to ONE dichotomous question (question with ‘Yes/No’ or ‘True/False’ option); and

(c) List three decisions that ONE brand might make, given the study results. Write out things from the article that justify your conclusions.

Online reviews influence US shoppers

NEW YORK: Almost four-in-five (78%) American consumers read online reviews before making a purchase decision and at least half (52%) read four or more before they feel they have enough information, a nationwide study has shown.

According to research firm YouGov, the main reasons given for accessing reviews are to ensure the product or service is of good quality (79%), that it works (61%) and to make sure they don't get ripped off (53%), Marketing Charts reported.

Written content is important for 90% of US consumers, but interestingly the study found they attach similar levels of importance to a reviewer's star ratings.

Overall, 87% who read any online reviews find the star ratings to be important to their purchase decision and just over a third (34%) think they're "very important".

The most read reviews are for electronics (53%), household appliances (43%), car purchases (40%) and hotels or short-term room rentals (36%).

But, while the great majority of Americans turn to reviews to aid their research, they remain sceptical about some of the claims made in them.

Most do find reviews trustworthy, but only 13% believe they are "very trustworthy" and a full 90% believe that some people review products and services without trying them.

A similar proportion (91%) believe companies write their own positive reviews and 89% think businesses write negative reviews about their competitors.

Among those who do post online consumer reviews, 62% are motivated by wanting to help others while 35% feel it is polite to leave feedback.

More than a quarter (27%) want to share a positive experience, 25% want to help good vendors to gain business while only 12% are seeking to expose bad ones.

Finally, it appears reviewers from the Midwest are more reliable than those in other parts of the country because they admit to significantly fewer fraudulent reviews.

Case Study:

Wine Exports to China rise in value before the mid-1990s, the wine market in Asia was non-existent and many wine producers did not see potential in the Asian markets. But during the late 1990s and early 2000s, the markets started to change, and, almost overnight, wine became a symbol of wealth and class. The only problem was that very few producers were serving the market. As more producers became aware of the new potential markets, they started to enter China, Thailand, Singapore, Korea, and Japan. China posed specific problems for producers and importers as distribution channels and marketing strategies were virtually non-existent because the market was too new. The wine market maintained double-digit growth from 2005 - 2010, and it should grow faster than any other alcoholic beverage sector in the coming five years. With consumption rising at 10% - 15% per year it can be tempting for producers, whose traditional markets are stagnant, to consider China as a possible solution to their problems. Though there is little doubt that the market will continue to expand, the challenges are numerous: 1. A lack of transparency, counterfeit products, and unreliable information. 2. Dominance of the domestic giants. 3. Consumer and cultural challenges. 4. Distribution and logistics. The rewards are great for any foreign winery that can crack the market but the challenges are also great. The first step a winery must take before they carve out their niche, is to understand the reasons behind Chinese consumers buying habits, and how consumers purchase wine in China. Why do Chinese Consumers buy wine? The majority of wine purchases are made during the major holidays: Chinese New Year, Spring Festival, and the mid-Autumn Festival. Most of these purchases are destined as gifts for people. This is an interesting insight because gift-giving in China is important to the concept of Face.€ The Chinese wine consumer is typically a market follower, not a leader. He needs to feel safe about his purchase and does not want to lose face by choosing the wrong wine or admit that his knowledge of wine is limited. Chinese consumers buy wine to impress or gain Face€ (the Chinese word guanxi or the concept of face is somewhat analogous to influence€ or opportunities€) within their social groups. Buying the right bottle of wine for a boss during the holidays could mean a promotion. In contrast to America or Europe, wine is also used as a social lubricant in place of spirits or beer. European consumers will often pair wine with food but Chinese are more likely to use wine as a social lubricant at parties or events. How do Chinese consumers buy wine? A survey conducted by the research company Wine Intelligence, which surveyed more than 1,000 Chinese upper middle-class drinkers of imported wine found that 75% of them said they often go online to look for wine information, and 62% said they frequently use social media as a source.€ New wine consumers were increasingly reliant on the digital world to learn about wine, with an estimated 13 million Chinese adults frequently accessing information online. This is a significant percentage of consumers searching for information online. Wineries that are looking to make an impact in China must create a strong digital strategy. (Source: http://www.digitalintheround.com/chinese-wine-market-digital-strategy/)

Page 6
Question 9:
Provide two (2) reasons why it is said wineries that are looking to make an impact in China must create a strong digital strategy.€ In your opinion, do you think digital strategy is suitable for the luxury industry like the wine market?
(18 marks)

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