Regional Research Essay

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Regional Research: Zipcar Aimee Melvin SNHU Marketing Zipcar to China Over the past few years, China’s GDP has experienced significant growth. This, in turn, is feeding into the consumer market and more of the Chinese population is purchasing cars. This presents a significant issue when the air pollution of China’s most industrialized areas is taken into account. The solution, however, may rest in the emerging car sharing market in the US. Regional Research Two main reasons behind targeting China as a new market area are due to the population density in the larger cities and the amount of pollution in these areas. Sharon LaFraniere (2012) addressed this issue in the New York Times: “The most pernicious measure of urban air pollution — particulates 2.5 microns in diameter or less, or PM 2.5— are among the most hazardous because they easily penetrate lungs and enter the bloodstream. Caused by dust or emissions from vehicles, coal combustion, factories and construction sites, the particles increases the risk of cardiovascular ailments, respiratory disease and lung cancer if people are chronically exposed to them.” (fuel-efficient-vehicles.org). Additionally, it has been found “Beijing's smog is a noxious cocktail consisting mainly of heavy automobile exhausts, major coal-fired generators outside of the city and smaller ones located inside the city, as well as dust from construction sites. China's environmental protection ministry published a report in November 2010 which showed that about a third of 113 cities surveyed failed to meet national air standards last year. According to the World Bank, 16 of the world’s 20 cities with the worst air are in China. According to Chinese government sources, about a fifth of urban Chinese breath heavily polluted air. Many places smell like high-sulfur coal and leaded gasoline. Only a third of the 340 Chinese cities that
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