Direct Marketing in International Markets Assignment

Direct Marketing in International Markets - Assignment Example Direct marketing has various advantages over other marketing methods, but it also suffers from criticisms at times due to its unwanted and fake activities with the customers. Table of Contents Executive Summary 2 Table of Contents 3 1.0 Introduction 4 2.0 Discussion 5 2.1 Use of Direct Marketing in International Markets 5 2.2 Characteristic of Direct Marketing 6 2.3 Difference from Mass-Marketing Approach 7 2.4 Assessment of the Primary Concern That Consumers May Have About the Use of Direct Marketing 9 2.5 The Methods Which Can Be Employed By the Direct Marketing Industry to Counter These Criticisms 10 3.0 Conclusion 11 4.0 Recommendation 12 References 13 1.0 Introduction Direct marketing has emerged as one of the most significant marketing tools in the hands of the marketers over the last few decades. Direct marketing is the selling of goods or services directly to the prospective customers without using any intermediaries, but by using databases of customers and through one or mor e media. With the increasing globalization of world trade ‘international direct marketing’ has enhanced its performance and relevance. Several companies in the direct marketing ground are gradually looking to enter the foreign market for expansion of the business. Efficient international transportation system and improvement in international payment system have eventually encouraged the direct marketers to expand their businesses beyond their national boundaries (Kraft & Et. Al., 2007). According to ‘Advertising Age 2006’, marketers have used over $52.2 million in 2005 on direct marketing. Direct marketing such as traditional direct mail as well as telemarketing has been considered as an efficient method for advertisers and marketers. After the introduction of the Internet, the whole marketing communication strategies of direct marketing have changed drastically (Morimoto & Chang, 2006). In this paper, the use of direct marketing in an international market and its value and importance have been described. Its distinction from the mass marketing has been mentioned in the paper. In addition, the direct marketing acts as a valuable tool for marketing communication. This has been discussed in the paper. Though direct marketing is beneficial for consumers and marketers, it faces criticism from the consumers’ perspective, which has been discussed clearly as well. 2.0 Discussion 2.1 Use of Direct Marketing in International Markets Direct Marketing is considered as one of the fastest growing areas in present-day marketing practice. Direct marketing utilizes various multiple channels such as the Internet, leaflet drop, telephone, direct mail, E-mail and mass media so as to reach particularly to the target foreign customers in an international market in order to obtain an effective response immediately for ultimate sale (George State University, n.d.). Direct marketing in the USA developed into boom industry during the 1980s. Due to dire ct mail, sales growth had risen from $15 billion to $46 billion. The direct marketer had also risen to 13,000. Direct marketing broadened the demand of various companies such as blue-chip industrial in addition to consumer companies which include American Express, IBM, Westinghouse, Sony, 3M, GEICO, Time Inc., along with retail sectors such as Neiman-Marcus, J.C. Penney, and Marshall Field.