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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
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
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
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
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.
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.
Chapter Nine
Local Marketing in New Growth Markets