The article and text both discuss how low-income people are besieged and susceptible to marketing strategies. Capitalism is an economic system in which the means of production are privately owned and operated for profit. It has always been the world’s systematic way to produce and achieve more, but relinquish even less. Originating in Europe during the nineteenth century, capitalism spread throughout the world to the US. Capitalists aim to increase surplus, while decreasing wages to the laborers. The purpose of capitalism is to exchange goods and services for a profit. However, when the limited means do not meet the unlimited wants, companies create new ways to attract consumers. Marketers strategic objective are poverty-stricken people or a particular group of people that have limited resources but desire more. Expansion and revenue allow the large companies to overthrow the smaller companies and become global (Nowak & Laird, 2010).
The colonialism displayed in the article and text demonstrated how poverty was considered a marketing opportunity rather than a social problem. Innovative, socially-minded companies, with no respect for socialism would assume that marketing to people of poverty would be more lucrative for the economy. Colonialism can strengthen a nation by providing it with another economic market, but at what cost and to whom?
The Wall Street Journal discusses how McCann World Group believes that although the majority of the people in Latin America were at low-income level, they were the best opportunity for market growth. McCann was willing to spend two million dollars to research their lifestyles in order to know how to convince them to buy more, which would satisfy the consumer, but ultimately benefit compa...
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...e unsafe and unhealthy. Pollution from factories and unsanitary, overcrowded housing resulted in increase diseases and illnesses (Nowak & Laird, 2010).
The dependency and underdevelopment theory is most applicable to the expansion of global markets to poor, low income, and indigenous communities. “When development occurs in one place, underdevelopment occurs somewhere else (Nowak & Laird, 2010. p. 241)”; one process that results in two different outcomes.
Works Cited
Nowak, B., & Laird, L. (2010). Cultural anthropology. San Diego, Bridgepoint Education,
Inc. https://content.ashford.edu
Regalado, A. (2007, January 26). Marketers Pursue the Shallow-Pocketed; Low-Income Pool Is Seen As Untapped Resource; Study in Latin America. Wall Street Journal (Eastern Edition), p. B.3. Retrieved April 11, 2011, from ABI/INFORM Global. (Document ID: 1203072741).
Miller, Theresa. "Join Academia.edu & Share Your Research with the World." Hunger, Gender, and Social Assistance in the Canela Indigenous Society of Northeast Brazil. N.p., n.d. Web. 03 Apr. 2014. .
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