Marketers targeting emerging market

Marketers targeting emerging markets in the developing world must pay particular attention to market segmentation within the geographic regions they target. Virtually every developing country contains a small segment of extremely wealthy people, a rapidly growing but perhaps relatively small middle class, and large numbers of people who are poor by Western standards. The first two of these demographic groups are most often found in the cities, while many poor live either in rural areas or in urban slums. Treating the people of any developing country as a single market segment is not likely to bring success

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Pemasar menargetkan pasar negara berkembang di negara berkembang harus memberi perhatian khusus terhadap segmentasi pasar dalam wilayah geografis mereka targetkan. Hampir setiap negara berkembang berisi segmen kecil orang yang sangat kaya, tetapi kelas menengah mungkin relatif kecil berkembang pesat, dan banyak orang yang miskin menurut standar Barat. Dua pertama dari kelompok demografis yang paling sering ditemukan di kota-kota, sementara banyak orang miskin hidup baik di daerah pedesaan atau di daerah kumuh perkotaan. Memperlakukan orang-orang dari negara berkembang sebagai segmen pasar tunggal tidak mungkin untuk membawa kesuksesan