China's economy is rapidly growing and transforming, and its consumers are becoming increasingly willing and able to spend. In order for foreign, especially, and Chinese businesses alike to efficiently reach consumers they must acknowledge the great diversity which exists among the 1.2+ billion people of China, and explore how the population can be effectively segmented. This paper examines various bases for segmentation and discusses the product and promotional implications of marketing in the People's Republic of China (PRC).
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Lauren A. Swanson (1998) studied this question.
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