Marketing

anyone visiting lima, the capital of peru, for the first time is likely to be impresse with the marketing activity he sees. there are modern department stores, smart specialty shops, instorepromotions and "sales", busy crowds of shoppers, smartly dressed sales clerks and floorwalkers, large displays of goods, and even "American-imported" pided-in music in some stores.
one is likely toconclude that marketing in Lima, or in Peru generally is much like marketing in the united states. but to use that time-worn expression, just as "a few swallows do not a spring make" so neither do "a fewimpressive retaling operations a marketing system make."
the fact is that precise combination and weighting of forces which sets the stage for the U.S marketing complex does not currently exist inperu. perhaps for this reason it is unfair to judge the marketing system of peru (or any ather newly developing country) without first identif ying as it is found there.
the organization and aperationof marketing in any country is largely the result of factors or forces which in a sense lie outside of the marketing system of itself. these factors in conbination may be called "the environment formarketing."
the environment represents as organism of basic forces economic social political legal cultural technological demographic and geographical which give shape and direction to the marketingsystem "within." environmental analysis may be useful in predicting how the marketing mechanism will appear or explaining full cross-cultural comparisons of marketing systems.
the purpose here is todiscus just a few of the many features of the marketing environment in peru. but bacause limited data, limted observation and a feel for the local situation govern many of the statements made below itis the overall pattern or climate rather than any ine factor thet should be considered.

the income climate
examination of a few indicator reveals the kind of income climate that nurtures the...