1. Mass Marketing in Developing countries
Abhishek Modh and Christian Bach
Department of Technology Management
University of Bridgeport, Bridgeport, CT
Abstract
Interest in developing markets such as India, Brazil and Russia has increased rapidly over the past few years, which means that the market research and intelligence companies are exploring a wider variety of regions than ever before. This presents with many challenges in market research process, and for fieldworkers, managers and analysts for mass media communication. The mass media marketing practice is also governed by different variables such as Product, Price, Place and Promotion commonly known as 4 Ps of marketing.
Marketing strategies in Developing Countries
Figure 2 – Correction in the 4 P model
Figure 1 – The 4 Ps of Mass media Marketing
The Product which is to be sold. Marketing strategies may vary from product to product.
Promotion of different products are done in different ways.
Price should be competitive in the developing countries.
Place where the product is sold should also be considered.
University admission teams have the USID to access the data (Witkowski, 2005).
People: the intended group of individuals for which the product is meant.
Process: The course of action that should be followed according to the need.
Physical Evidence:is tangible evidence with which customers interact and with the potential to impact on the customer's service experience (Witkowski, 2005).
Conclusion
The mass media marketing process in the developing countries varies from the marketing that happens in the developed countries. There are many variables and factors to be taken care of while formulating a marketing strategies in the developing countries.
Reference
Witkowski, T. H. (2005). Antiglobal Challenges to Marketing in Developing Countries: Exploring the Ideological Divide. [Article]. Journal of Public Policy & Marketing, 24(1), 7-23.