The marketing concept and developing countries

Abstract

Few developing countries are content with the status quo. Most seek a better standard of living and are experiencing some degree of industrialisation and urbanisation. Marketing, since it is concerned with the satisfaction of needs and wants and the optimum allocation of resources, if used effectively, can ensure that economic development is promoted. This can be done on many levels. Firstly on the micro level the commercial marketer (whether indigenous or multinational) can respond to and promote the increased demand for products and services. On the national level governments of developing countries can use marketing to assess opportunities and direct development so that progress is speeded up, social problems eradicated and maximum benefit achieved. Finally on a macro level multinationals, adopting a global marketing perspective, can help integrate developing countries into an interdependent world economy.