Homework

Homework Questions? Ask a Tutor for Answers ASAP

Ask an Expert,
Get an Answer ASAP!

Homework
This answer was rated:

Kathy,regarding colonialism and the expansion of capitalism

Kathy, regarding colonialism and the expansion...
Kathy,
regarding colonialism and the expansion of capitalism in modern industrial societies to the article, “Marketers Pursue the Shallow Pocketed.”

Is the information being discussed in this article another example of colonialism? Why or why not? Identify two potential positives and two negatives direct marketing of the poor has on people and their economies. What theory of development is most applicable to the expansion of global markets to poor, low income, and indigenous communities?

Your initial response should be 150-200 words in length. Please support your claims with examples from the required material, and/or scholarly articles.

Below is the article:

(c) 2007 Dow Jones & Company, Inc. Reproduced with permission of copyright owner. Further reproduction or distribution is prohibited without permission.
Sao Paulo, Brazil -- Shortly after adman Luca Lindner took over Latin American operations for Interpublic Group's McCann World Group in 2005, he polled 15 of its major advertising clients. What did they see as their biggest marketing opportunities?
One surprising answer: people with low incomes.
While many advertisers lavish dollars targeting well-off consumers, in Latin America the vast majority of people have far less money. According to the World Bank, 25% live on less than $2 a day, and many millions of others earn only a few hundred dollars a month. Increasingly, big brands are deciding that people once thought too poor to buy their products may be their biggest growth market.
Now McCann is launching a $2 million research project to seek clues to tapping demand among Latin America's less-well-off. Starting in March, staffers will spend a week to two weeks living with 100 low- income families in a half-dozen countries, including Colombia, Chile and Mexico, looking to understand how they are influenced by brands, what symbols and celebrities motivate them, and to find innovative ways to influence what they buy.
"The income is low, but they are still eating and bathing, and some cases driving. They are still consuming. They have a life," Mr. Lindner says.
In recent years, marketing to the poor has become a hot subject. University of Michigan economist C.K. Prahalad helped popularize the idea with his 2004 book "The Fortune at the Bottom of the Pyramid," which argued big companies could profit and help the world's four billion poor or low-income people by finding innovative ways to sell them soap and refrigerators.
Despite huge income disparities in Latin America, low-income groups wield substantial -- and growing -- purchasing power. In Brazil, the region's biggest market, low-income groups make up 87% of the population and account for about 53% of income -- 512 billion reals, or about $240 billion, annually. That compares with 454 billion reals for well-off groups, which make up just 13% of Brazilians, according to DATA Popular, a consulting firm based in Sao Paulo that has worked with clients such as Wal-Mart and Unilever.
Some companies have already been tackling low-income markets by revamping distribution systems, or tweaking products so that they are simpler or less expensive. For instance, Nestle Brazil saw sales of its Bono cookies jump 40% last year after it shrank the package to 140 grams from 200 grams and dropped the price.
But communicating with low-income groups remains something of a mystery for multinational firms. Marketers and ad agencies are full of well-educated and well-off employees who know little about how the other half lives. A trip into slums or lower-class neighborhoods is frequently a "mind-blowing" experience, says Johnny Wei, Nestle Brazil's director of regionalization and low income.
McCann plans to study 100 families that make less than $500 a month and have at least two children, says research director Josafat Solis, who will spend a week with a family in Panama City, Panama. Workers will study language use, cultural references, as well as symbols and images, that can be used in campaigns. "We are going . . . to learn their values, their antivalues, how they are educating their children, their nutrition habits, how they spend their leisure time," Mr. Solis says.
Illiteracy is one big challenge. In Brazil's northeast, Unilever solved that problem by launching a brand of soap called Ala. "It's three letters, and two are the same," says Fabio Prado, Unilever's vice president of marketing for Brazil.
The strong role that community plays in poor neighborhoods is of particular interest. Families sometimes band together to pay for construction materials or other costly purchases. Mr. Solis says if McCann can learn the extent of, and triggers for, such behavior, it could help clients sell costly items like washing machines or used automobiles. Such situations could benefit both marketers and the people on tight budgets. In Mexico, cement company Cemex got kudos for helping improve housing in poor areas after it introduced a pay-as-you-go system for buying build supplies.
Show More
Show Less
Ask Your Own Homework Question
Answered in 1 hour by:
9/25/2011
Kathy
Kathy, Teacher
Category: Homework
Satisfied Customers: 3,798
Experience: Elementary teacher for 16 years Bilingual Spanish English and with a Psychology Masters
Verified

Kathy :

I will complete on a timely manner. Thanks

Kathy :

Please provide the due date for this assignment. Thanks

Customer:

This assignment is due 10-4-11.

Customer:

Can you help with the question I posted tonight????

Kathy :

Sorry I just your post to request assistance for last night sorry. I complete this assignment on a timely manner. thanks

Ask Your Own Homework Question
This answer is protected
Would you like to ask this question?
If you've already paid for this answer, simply Login.
Kathy
Kathy, Teacher
Category: Homework
Satisfied Customers: 3,798
Experience: Elementary teacher for 16 years Bilingual Spanish English and with a Psychology Masters
Verified
Kathy and 87 other Homework Specialists are ready to help you
Ask your own question now
Ask Kathy Your Own Question
Kathy
Kathy
Kathy, Teacher
Category: Homework
Satisfied Customers: 3,798
3,798 Satisfied Customers
Experience: Elementary teacher for 16 years Bilingual Spanish English and with a Psychology Masters

Kathy is online now

A new question is answered every 9 seconds

How JustAnswer works:

  • Ask an ExpertExperts are full of valuable knowledge and are ready to help with any question. Credentials confirmed by a Fortune 500 verification firm.
  • Get a Professional AnswerVia email, text message, or notification as you wait on our site. Ask follow up questions if you need to.
  • 100% Satisfaction GuaranteeRate the answer you receive.

JustAnswer in the News:

Ask-a-doc Web sites: If you've got a quick question, you can try to get an answer from sites that say they have various specialists on hand to give quick answers... Justanswer.com.
JustAnswer.com...has seen a spike since October in legal questions from readers about layoffs, unemployment and severance.
Web sites like justanswer.com/legal
...leave nothing to chance.
Traffic on JustAnswer rose 14 percent...and had nearly 400,000 page views in 30 days...inquiries related to stress, high blood pressure, drinking and heart pain jumped 33 percent.
Tory Johnson, GMA Workplace Contributor, discusses work-from-home jobs, such as JustAnswer in which verified Experts answer people’s questions.
I will tell you that...the things you have to go through to be an Expert are quite rigorous.

What Customers are Saying:

Wonderful service, prompt, efficient, and accurate. Couldn't have asked for more. I cannot thank you enough for your help.

Mary C.Freshfield, Liverpool, UK

This expert is wonderful. They truly know what they are talking about, and they actually care about you. They really helped put my nerves at ease. Thank you so much!!!!

AlexLos Angeles, CA

Thank you for all your help. It is nice to know that this service is here for people like myself, who need answers fast and are not sure who to consult.

GPHesperia, CA

I couldn't be more satisfied! This is the site I will always come to when I need a second opinion.

JustinKernersville, NC

Just let me say that this encounter has been entirely professional and most helpful. I liked that I could ask additional questions and get answered in a very short turn around.

EstherWoodstock, NY

Thank you so much for taking your time and knowledge to support my concerns. Not only did you answer my questions, you even took it a step further with replying with more pertinent information I needed to know.

RobinElkton, Maryland

He answered my question promptly and gave me accurate, detailed information. If all of your experts are half as good, you have a great thing going here.

DianeDallas, TX

< Previous | Next >

Meet the Experts:

LogicPro

LogicPro

Engineer

5,731 satisfied customers

Expert in Java C++ C C# VB Javascript Design SQL HTML

Manal Elkhoshkhany

Manal Elkhoshkhany

Tutor

4,551 satisfied customers

More than 5000 online tutoring sessions.

Linda_us

Linda_us

Finance, Accounts & Homework Tutor

3,138 satisfied customers

Post Graduate Diploma in Management (MBA)

Chris M.

Chris M.

M.S.W. Social Work

2,636 satisfied customers

Master's Degree, strong math and writing skills, experience in one-on-one tutoring (college English)

F. Naz

F. Naz

Chartered Accountant

2,161 satisfied customers

Experience with chartered accountancy

Bizhelp

Bizhelp

CPA

1,887 satisfied customers

Bachelors Degree and CPA with Accounting work experience

Seanna

Seanna

Tutor

1,781 satisfied customers

3,000+ satisfied customers, all topics, A+ work

< Previous | Next >

Related Homework Questions
I need the answer key to penn american literature, 986174RR
I need the answer key to penn foster american literature, 986174RR 986175RR 986176RR 986177RR 986178RR … read more
GLENN
GLENN
Master of Mathematics
339 satisfied customers
For LogicPro only * Reading data strings from a file *
For LogicPro only* Reading data strings from a file * Convert from int based container to templates or generics based * Accommodate dynamic resizing using this algorithm: 1. Starting with a dynamic si… read more
LogicPro
LogicPro
Engineer
Bachelor of Technology
5,731 satisfied customers
Question 1 of 20: Select the best answer for the question.
Question 1 of 20 : Select the best answer for the question. 1. For what type of document would you use the landscape page orientation? A. Three-column brochure B. Business letter C. Legal contract D. … read more
GLENN
GLENN
Master of Mathematics
339 satisfied customers
5 - 5 x 5 +5. What is the answer to 5 - 5 x 5 + 5? Only that
no, only that two people using order of operations keeps getting different answers… read more
GLENN
GLENN
Master of Mathematics
339 satisfied customers
Only for F.Naz Tutor. Kindly help with a research report,
Only for F.Naz Tutor.Kindly help with a research report, the links is http://www.mediafire.com/file/bmcea6dt278nw8w/report.txt… read more
F. Naz
F. Naz
Chartered Accountant
CA Finalist & Completed B.com
2,161 satisfied customers
If I did not look at the description which says 4 cpu cores
if I did not look at the description which says 4 cpu cores and 6 gpu core to make TEN I wonder if you can bundle the two to make an advertisement that says 10 core I also have others in the same fiel… read more
Pete
Pete
Engineer
Bachelor\u0027s Degree
1,123 satisfied customers
Below is the Sketch of the improved parking lot from 36
Below is the Sketch of the improved parking lot from 36 available parking spaces to 51 total parking spaces with 15 newly added parking spaces. The design was 4 rows were made from previously 3 rows. … read more
GLENN
GLENN
Master of Mathematics
339 satisfied customers
1. You've formatted the first paragraph of a document. What
1. You've formatted the first paragraph of a document. What button can you use to apply the formatting from the first paragraph to the next paragraph in the document? A. Cut B. Paste C. Copy D. Format… read more
Cher
Cher
JustAnswer Expert & Mentor;Teacher/Tutor
Masters Degree
1,381 satisfied customers
Question 3 of 20: Select the best answer for the question.
Question 3 of 20 : Select the best answer for the question. 3. Circular errors are caused by adding the cell name of a/an _______ cell to a formula. A. adjacent B. absolute C. active D. relativeQuesti… read more
Chris M.
Chris M.
M.S.W. Social Work
Master's Degree
2,636 satisfied customers
Are u able to help me do this question in raptor The Dash
are u able to help me do this question in raptorThe Dash Cell Phone Company charges customers a basic rate of $5 per month to send text messages. Additional rates are as follows: l The first 60 messag… read more
LogicPro
LogicPro
Engineer
Bachelor of Technology
5,731 satisfied customers
I need to do a research project for school. I want to see if
I need to do a research project for school. I want to see if motor proteins will carry their cargo to its destination under different conditions; different drugs. If they do in what condition is the c… read more
F. Naz
F. Naz
Chartered Accountant
CA Finalist & Completed B.com
2,161 satisfied customers
I am attempting to do a netbeans java assignment and need
I am attempting to do a netbeans java assignment and need help implementing the overridden method… read more
Ingo U
Ingo U
Master\u0027s Degree
357 satisfied customers
This assignment is due by next Tuesday by midnight. Is this
Hello David! This assignment is due by next Tuesday by midnight. Is this a good amount of time for you?Complete the following questions in an MS Word Document in APA format. Double space your work and… read more
David L.
David L.
Bachelor\u0027s Degree
6 satisfied customers
NOTE: This question is a homework given by the same
NOTE: This question is a homework given by the same professor. It does not violate any honor code because same question is repeatedly asked different students. DO NOT FLAGCase Study #1: Technology & P… read more
F. Naz
F. Naz
Chartered Accountant
CA Finalist & Completed B.com
2,161 satisfied customers
Exam Number: 584001RR Lesson Name: Microsoft Word 2016 1.
Exam Number: 584001RR Lesson Name: Microsoft Word 2016 1. Add a _______ to manually force text from one page to the next page. A. header B. blank page C. footer D. page break2. Tab stops are very usef… read more
Chris M.
Chris M.
M.S.W. Social Work
Master's Degree
2,636 satisfied customers
Penn college need answer now plz Microsoft Word 2016 1. Font
Penn foster college need answer now plz Microsoft Word 2016 1. Font size, font style, and _______ are all aspects of character formatting. A. typeface B. indentation C. line spacing. D. alignment 2. W… read more
GLENN
GLENN
Master of Mathematics
339 satisfied customers
Adrianna, a local retired music teacher and amateur concert
Adrianna, a local retired music teacher and amateur concert violinist, has recently died. Her will contains the following provisions: (i) £150,000 on trust to be shared equally between those pupils to… read more
F. Naz
F. Naz
Chartered Accountant
CA Finalist & Completed B.com
2,161 satisfied customers
When Boyajian purchased her home in Yosemite Sky Park, a
When Boyajian purchased her home in Yosemite Sky Park, a residential subdivision created for owners of small airplanes, the deed transferring title from San Joaquin Development Corporation to her incl… read more
Steven, M.Acc.
Steven, M.Acc.
Instructor
Master\u0027s Degree
252 satisfied customers
Disclaimer: Information in questions, answers, and other posts on this site ("Posts") comes from individual users, not JustAnswer; JustAnswer is not responsible for Posts. Posts are for general information, are not intended to substitute for informed professional advice (medical, legal, veterinary, financial, etc.), or to establish a professional-client relationship. The site and services are provided "as is" with no warranty or representations by JustAnswer regarding the qualifications of Experts. To see what credentials have been verified by a third-party service, please click on the "Verified" symbol in some Experts' profiles. JustAnswer is not intended or designed for EMERGENCY questions which should be directed immediately by telephone or in-person to qualified professionals.

Disclaimer: Information in questions, answers, and other posts on this site ("Posts") comes from individual users, not JustAnswer; JustAnswer is not responsible for Posts. Posts are for general information, are not intended to substitute for informed professional advice (medical, legal, veterinary, financial, etc.), or to establish a professional-client relationship. The site and services are provided "as is" with no warranty or representations by JustAnswer regarding the qualifications of Experts. To see what credentials have been verified by a third-party service, please click on the "Verified" symbol in some Experts' profiles. JustAnswer is not intended or designed for EMERGENCY questions which should be directed immediately by telephone or in-person to qualified professionals.

Show MoreShow Less

Ask Your Question

x