Targeting Promotions in Lesser-Developed Countries: A Study of Multinational Corporation Strategies

Abstract

Promotion planning is difficult in lesser-developed countries because of a lack of marketing information and the wide range of consumer sophistication. The correlation between buying experience of consumers and their proximity to urban environments provides marketers with opportunities to target messages. This article contrasts promotion strategies used in urban, urban/suburban, and urban/suburban/rural areas. Also presented is an analysis of likely primary and support promotions used in each market.