0. International Marketing: Chapter 9 Key Concepts
Stages of economic development
Economic dualism
Modern vs. Traditional Sector
Big emerging markets
Common traits of big emerging markets
Issues to consider for marketing in emerging markets

1. Stages of Economic Development
(Rostow’s Model)
The Traditional Society
The Pre Conditions for Take-off
The Take-Off
The Drive to Maturity
5. The Age of High Mass Consumption
SOURCES: Walt W. Rostow, The Stages of Economic Growth 2d ed.
(London: Cambridge University Press, 1971), p.10.

2. Economic Dualism in Emerging Markets
Modern Sector (Emerging Elite):
Middle Class Income
College Education
Urban Residents
Traditional Sector:
Poverty Level Income
Little or No Education
Rural Residents

3. Big Emerging Markets ASIA LATIN AMERICA AFRICA EUROPE
China, Indonesia, India, South Korea, Singapore, Brunei, Hong Kong, Taiwan, Thailand, Vietnam
LATIN AMERICA
Mexico, Argentina, Brazil, Columbia, Venezuela
AFRICA
South Africa
EUROPE
Poland, Turkey

4. Common Traits of Big Emerging Markets
Physically large
Significant populations
Considerable markets
Strong growth rates
Significant economic reform
Regional political drivers
Regional economic drivers
Foster expansion in neighboring countries

5. Marketing in Emerging Markets: Issues to Consider
Existing Levels of Marketing
Physical infrastructure
Marketing infrastructure
Consumer Demand
Literacy level
Poor health standards
Economic dualism
Emerging middle class