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Journal of Macromarketing, Vol. 26, No. 2,
233-239 (2006)
DOI: 10.1177/0276146706291039
Alleviating Poverty: A Macro/Micro Marketing Perspective
Philip Kotler
Kellogg School of Management at Northwestern University, 2001 Sheridan Rd., Evanston, IL 60208; phone: (847) 491-3522; Pkotler{at}aol.com;p-kotler@kellogg.northwestern.edu
Ned Roberto
Tony Leisner
School of Public Policy and administration at Walden University
The poor represent not only a disgraceful human condition but also a huge potential market if marketers can find ways to serve their needs. But the poor differ greatly from each other in their needs, perceptions, and behavior. Marketers need to apply their skills in market segmentation to distinguish different poverty groups and thus to invoke effective plans and policies to alleviate poverty. Decisions must be made on which poverty segments to target and which social marketing solutions have the best chance of motivating poverty-escaping behavior, to the long-term welfare of individuals, nations, and the global community.
Key Words: poverty • poverty solutions • market segmentation • social welfare • social marketing
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