Morgan State University Marketing to The Bottom of The Pyramid Case Analysis

1: What are some of the basic issues in marketing to the BOP to be addressed?

2: Marketing to the BOP raises a number of issues around the social responsibility of marketing efforts. Explain the pros & cons on one of the following:

•a) Is it exploitation for a company to profit from selling soaps, shampoo, personal computers, and ice cream, etc. to people with little disposable income?

•b) 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?

•c) 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.