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UBC Theses and Dissertations

Marketing in selected underdeveloped countries Chong, Sin Jee

Abstract

This thesis attempts to identify the factors that affect the way marketing is conducted in selected underdeveloped countries and to find whether the marketing system is affected by the level of economic growth. The background of the underdeveloped countries is first introduced to show the effects of social, cultural, economic and political factors that affect marketing and its role in the economy. The characteristics of the consumer markets, and the buying habits of consumers, in the selected countries reveal certain peculiarities which can be attributed to the low stage of economic growth. Monopolistic competition seems to be a common feature in many underdeveloped countries through the use of exclusive agencies or agency houses in the case of imported goods, the extensive use of credit at all levels of distribution and the existence of restrictive practices to lessen competition. However, certain fundamental reforms such as adequate grading systems, weights and measures, price information, credit extension and consumer education will eliminate many of the monopolistically competitive features to enable better distribution of goods at less cost, facilitate competition and economic growth. Due to various factors the channels of distribution tend to be longer in underdeveloped economies, with a great multiplicity of intermediaries at the retail level. If the marketing system is to be made more efficient some of these intermediaries will have to be displaced.

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