Marketing in the emerging markets of Latin America:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Basingstoke [u.a.]
Palgrave Macmillan
2005
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIV, 191 S. Ill., graph. Darst. |
| ISBN: | 1403947511 9781403947512 |
Internformat
MARC
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| 245 | 1 | 0 | |a Marketing in the emerging markets of Latin America |c Marin Marinov |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a Basingstoke [u.a.] |b Palgrave Macmillan |c 2005 | |
| 300 | |a XIV, 191 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a Consumers |z Latin America | |
| 650 | 4 | |a Marketing |z Latin America |v Case studies | |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-013148423 | ||
Datensatz im Suchindex
| _version_ | 1804133326718500864 |
|---|---|
| adam_text | Contents
List of Figures xi
List of Maps xiii
List of Tables xiv
1 Introduction: The Latin American Context 1
Brief historical background 2
Geographical location and features 3
Economic overview 7
Latin American economic integration 13
Internationalization 17
Intraregional investment 24
Outward FD1 25
Market potential 26
Consumer patterns 28
Retailing 31
Internet marketing 33
Conclusion 35
Recommended reading 36
2 Latin American Consumer Markets and Marketing 38
Fernando Robles
Introduction 38
The size of the Latin American market 39
Drivers of buying power in Latin American markets 42
Economic insecurity 42
Demographic shifts 43
Increased concentration of buying power in
urban centers 45
Dual income families and female headed
households work 46
Unequal income distribution 47
Latin American consumption patterns 49
vii
viii Contents
The Latin American consumer 52
Coping with economic cycles 52
Searching for value in uncertain times 54
Segmenting the Latin American market 57
The conventional approach: socioeconomic
segmentation 58
Other segmentation approaches 61
Summary 63
Positioning strategies for Latin American markets 64
The conventional approach 64
An emerging approach: convergence towards
the center 65
Brand strategies in volatile and uncertain markets 66
The power of global and domestic brands 66
Brand erosion and migration to the middle ground 67
Building brand equity in uncertain times 67
Telecommunications and the media 69
Telecommunications 70
Television 72
The internet 74
Retailing 76
Self service retailing 76
Global retailers 77
Retail consolidation 79
Retail strategies for the future 79
Latin American markets in the twenty first century 81
3 Marketing in Brazil 83
Brief historical background 84
Population 86
Economic overview 88
Brazilian companies 90
Foreign trade 91
Foreign direct investment 93
Consumer spending and buying behavior 95
The industrial market 97
The food market 98
Retailing 1°°
Promotion 104
Contents ix
Conclusion 106
Recommended reading 107
4 Marketing in Chile 108
Brief historical background 109
Economic overview 112
Foreign trade 114
Foreign direct investment 116
Market characteristics 117
Consumer behavior 118
Retailing 120
Advertising 123
Conclusion 126
Recommended reading 126
5 Marketing in Mexico 128
Brief historical background 128
Economic overview 130
Foreign trade 134
Foreign direct investment 136
Consumer behavior 137
Retailing 140
Traditional food retailers 140
Modern retail outlets and chains 141
Advertising 144
Internet marketing 145
Conclusion 146
Acknowledgement 147
Recommended reading 147
6 Marketing in Peru 148
Brief historical background 149
Fxonomic overview 151
The service sector 152
Industry 152
Agriculture 152
The informal economy 153
Drug related activities 154
Foreign trade 154
x Contents
Foreign direct investment 156
Market characteristics and consumer behavior 157
Food retail 159
Advertising and market research 161
Conclusion 163
Recommended reading 164
7 Concluding Remarks 165
Appendix 168
Notes 174
Bibliography 176
Index 180
List of Figures
1.1 Average annual inflation, Latin America, 1990 2004 13
1.2 Latin American imports, exports and trade balance,
1999 2003 19
1.3 Annual net FDI inflows, Latin America, 1990 2004 22
1.4 Annual net FDI inflows, largest Latin American
economies, 2000 4 23
1.5 FDI in emerging markets, 2000 4 24
1.6 Cumulative outward FDI from emerging markets,
1990 2002 25
2.1 Latin American market clusters 49
3.1 Age structure of the Brazilian population, 1970 2000 86
3.2 Average regional per capita income, Brazil, 2002 87
3.3 Average GDP growth, Brazil, 1950s 1990s 88
3.4 Annual changes in GDP, and per capita GDP, 1994 2003 89
3.5 Contribution of the principal Brazilian economic
sectors to employment and GDP, 1949 and 2003 90
3.6 Foreign trade, Brazil, 1995 2004 92
3.7 FDI inflows and outflows, Brazil, 1996 2004 94
3.8 Annual change in the number of supermarket
outlets, Brazil, 1989 2002 101
3.9 Market share of Pao de Acucar, Carrefour and the
ten largest retailers, Brazil, 1994 2002 102
3.10 Share of food retail revenue, by type of outlet,
Brazil, 2001 3 104
3.11 Advertising expenditure, Brazil, 1995 2002 105
4.1 GDP, Chile, 1990 2004 112
4.2 Average GDP growth, Chile and the world, 1990 2004 113
4.3 Per capita GDP, Chile, 1990 2004 113
4.4 Year on year change in national income and consumer
demand, Chile, 1998 2004 114
4.5 Foreign trade, Chile, 1996 2003 115
4.6 Inward foreign direct investment, Chile, 1991 2004 117
4.7 Share of total retail outlets, Chile, 1994 2003 122
4.8 Advertising revenue, Chile, 1994 2003 123
5.1 GDP and domestic demand, Mexico, 1990 2004 133
xi
xii List of Figures
5.2 Annual inflation rate, Mexico, 1999 2004 133
5.3 Foreign trade, Mexico, 1999 2003 135
5.4 Exports to and imports from the United States,
Mexico, 1991 2004 135
5.5 FDI inflows and outflows, Mexico, 1994 2003 136
5.6 Per capita GDP, Mexico 1966 2004 137
6.1 Annual growth of GDP and per capita GDP, Peru, 2000 4 151
6.2 FDI inflows and outflows, Peru, 1996 2002 157
6.3 GDP, Peru, 1996 2003 157
List of Maps
1 Latin America 1
2 Brazil 83
3 Chile 108
4 Mexico 128
5 I cru 148
xiii
List of Tables
1.1 GDP, population size and per capita GDP,
Latin America, 2003 11
1.2 Average annual percentage change of real per capita GDP,
developing regions, 1998 2003 12
1.3 Characteristics of the principal Latin American
economic blocs 16
1.4 Cumulative inflow of FDI into the largest Latin American
economies, 1996 2003 20
1.5 FDI from the three major investing countries in the largest
Latin American economies, 1996 2003 21
1.6 Ranking of large Latin American economies according
to market potential, 2004 27
1.7 Buying power of consumers in classes A to E, 2003 29
1.8 Share of the five largest retailers, selected Latin American
countries, 2001 2 32
1.9 Large global retailers with operations in Latin America, 2004 32
2.1 Household buying power in Latin America, 2000 41
2.2 Urban household expenditure, selected Latin American
countries, 2000 50
2.3 Per capita food consumption, selected categories and
countries, Latin America, 2000 51
2.4 Total buying power in urban areas, by socioeconomic class,
selected Latin American countries, 2000 59
2.5 Possession of and access to communication technologies,
Latin America, 1999 71
2.6 TV viewing hours and preferences, Latin America, 1999 73
3.1 Demographic characteristics of the Brazilian regions 87
3.2 Regional urban and rural consumption, Brazil, 2001 96
3.3 Value of sales by the five largest retailers, Brazil, 2004 102
3.4 Share of Brazilian media in advertising expenditure,
1997 and 2001 105
4.1 Principal retail chains, Chile, 2002 121
4.2 Companies with the highest advertising expenditure,
Chile, 2003 124
4.3 Advertising expenditure by medium, Chile, 1997
and 2003 125
xiv
List of Tables xv
5.1 Share of media in advertising expenditure, Mexico,
1997 and 2002 145
6.1 Foreign trade, Peru, 2000 4 154
6.2 Value of principal exports and imports, Peru, 2004 155
6.3 Structure of imports, Peru, 2001 155
6.4 Characteristics of super and hypermarket chains,
Lima, 2004 160
6.5 Advertising expenditure in Latin America and Peru,
by medium, 2003 162
A.I Caribbean basin 168
A.2 Central America 171
A.3 North America 172
A.3 South America 172
|
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| isbn | 1403947511 9781403947512 |
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| spelling | Marinov, Marin A. 1948- Verfasser (DE-588)137791402 aut Marketing in the emerging markets of Latin America Marin Marinov 1. publ. Basingstoke [u.a.] Palgrave Macmillan 2005 XIV, 191 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Consumers Latin America Marketing Latin America Case studies Marketing (DE-588)4037589-4 gnd rswk-swf Lateinamerika Lateinamerika (DE-588)4074032-8 gnd rswk-swf (DE-588)4522595-3 Fallstudiensammlung gnd-content Lateinamerika (DE-588)4074032-8 g Marketing (DE-588)4037589-4 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013148423&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Marinov, Marin A. 1948- Marketing in the emerging markets of Latin America Consumers Latin America Marketing Latin America Case studies Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4074032-8 (DE-588)4522595-3 |
| title | Marketing in the emerging markets of Latin America |
| title_auth | Marketing in the emerging markets of Latin America |
| title_exact_search | Marketing in the emerging markets of Latin America |
| title_full | Marketing in the emerging markets of Latin America Marin Marinov |
| title_fullStr | Marketing in the emerging markets of Latin America Marin Marinov |
| title_full_unstemmed | Marketing in the emerging markets of Latin America Marin Marinov |
| title_short | Marketing in the emerging markets of Latin America |
| title_sort | marketing in the emerging markets of latin america |
| topic | Consumers Latin America Marketing Latin America Case studies Marketing (DE-588)4037589-4 gnd |
| topic_facet | Consumers Latin America Marketing Latin America Case studies Marketing Lateinamerika Fallstudiensammlung |
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