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Essay / Research Paper Abstract
This 16-page paper focuses on bottom of the pyramid theory, especially as it pertains to South Africa. Bibliography lists 13 sources.
Page Count:
16 pages (~225 words per page)
File: AS43_MTbopsouaf.rtf
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Unformatted sample text from the term paper:
listed below. Citation styles constantly change, and these examples may not contain the most recent updates. BOTTOM OF THE PYRAMID: MARKETING TO SOUTH AFRICAS LOWER-INCOME
POPULATION Research Compiled by 4/2010 Please Introduction
Mention the words "poverty" and what likely comes to mind are big-bellied children with sad eyes, staring at a television camera, as a charity begins its pitch for donations. Or
hopeless-looking adults who consider whether they have money to buy their last bit of food. Its these faces of poverty that have
convinced multinational corporations not to market to this lower-income bracket. The reasoning here is why market to a segment that barely has money to spend on food, let alone on
particular goods? This is spurious reasoning and it assumes that lower income people have no pride or no concern about what they wear,
what they eat or the image they present to society. In fact, what we know, is that the opposite is true. And Bottom of the Pyramid theory attempts to show
that this is a viable market for companies to consider; as long as theyre willing to work at it. In this paper, we
plan to put the theory of Bottom of the Pyramid to the test - in South Africa. There, well see if, indeed, this theory can stand up to the realities
of a country in which close to half its citizens exist in poverty. Bottom of the Pyramid - Theory Before moving onto
...