Global Consumer-Products Companies Target Low-Income Consumer CASE DETAILS 11-13. Why are companies such as Siemens, GE, Nestl,

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Global Consumer-Products Companies Target Low-Income Consumer CASE DETAILS

11-13. Why are companies such as Siemens, GE, Nestlé, and Procter & Gamble targeting the “bottom of the pyramid”?

11-14. Review the Chapter 4 discussion of diffusion theory. How might an understanding of the characteristics of innovations help marketers succeed in emerging markets?

11-15. What types of marketing communications may be necessary to launch an innovative product such as Procter & Gamble’s PUR in emerging markets? What changes in consumer attitudes and behavior are required for successfully launching a product such as PUR?

11-16. What key concepts discussed in Chapter 1 apply to Nestlé’s experience in Latin America?

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