BUS 343 BUS343 International Marketing Week 3 Assignment ( Marketing to the B.O.P. ) Good Score

Marketing to the B.O.P.

Read Case 3-4:  “Marketing to the Bottom of the Pyramid” in Part 6 of your text.  Respond to Question #2 at the end of the case:

Marketing to the B.O.P. raises a number of issues revolving around the social responsibility of marketing efforts.  Write a position paper either pro or con on one of the following:

Is it exploitation for a company to profit from selling soaps, shampoo, personal computers and ice cream, and so on, to people with little disposable income?
Can making loans to customers whose income is less than $100 monthly at interest rates of 20 percent to purchase TVs, cell phones and other consumer durables be justified?
One authority argues that squeezing profits from people with little disposable income – and often not enough to eat – isn’t capitalist exploitation, but rather that it stimulates economic growth.

Conclude with action steps a company can take to support your position.  Be sure to support your arguments with reputable sources, which are cited in A.P.A. format at the end of your paper.  Your written content should be two to three pages (not including the cover sheet and reference page), and formatted in A.P.A. style.

Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment.