A Study of International Direct Marketing Environment

Mr. Hari

Abstract


The changing demographics of working class and their working hours force the marketing companies to take up Direct Marketing approaches to reach the customers. Even the hassles of traffics congestion, parking headaches, lines at checkout counters further make the customers to opt for purchases through Direct Marketing. This paper uses the PEST analysis, to investigate the business environment of International Direct Marketing and understand its effect on the International direct marketer. In the study, political environment includes the factors like Law, Regulations and Government Policies and how they are acting as facilitators and / or hindering the progress of Direct Marketing activity. Similarly, economic factors considered are macro-level economic indicators, such as GDP, Purchasing Power Parity (PPP) and Wealth Distribution. Social factors considered are consumer behavior and cross-cultural communication. Technological factors considered in the study are availability of infrastructure in the country and the breadth of consumers use the technology. The study presents the consequences of each element of PEST environment and at the end their implications for the direct marketers are explored.


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