THE MARKETING CHAIN




 A SEGMENTED SOCIETY AND MARKETING SYSTEM

 Like Gaul, Mexico's society and economy is divided into three parts: traditional,

transitional, and modem. Per capital income is between $2,800 and $3,500. However, the

distribution of that income is highly skewed. Approximately half the Mexican population lives

in poverty, and 70 percent of poor Mexicans live in rural areas (Economist, 1993). For many

of these people, living conditions are little changed from that of their ancestors. In sharp

contrast, those in the top 10 percent of the income scale have lifestyles similar the U.S., Canada,

and Western Europe. The remaining third of the population may be characterized as in

transition from traditional to modem society.3

 Reflecting the divisions in the society, for virtually every type of enterprise firms exist

which can be characterized as traditional and non-progressive, while others have begun adopting

some advanced approaches, and still others would be considered advanced in any setting. The

advanced firms may serve the entire society, though their primary focus tends to be those in the

upper income brackets and exporting. Similarly, the more traditional firms tend to serve those

with lower incomes and, for the most part, do not engage in exporting. These factors have

important implications for both the domestic marketing and logistics of perishables and for U.S.

importers into Mexico.