16-02-2013, 10:55 AM
DIRECT SELLING
DIRECT SELLING.ppt (Size: 125 KB / Downloads: 173)
Direct SellingWhy and When? (from Co. viewpoint)
When the consumer has less time; is asking for more information; is seeking more convenience
Product: when communicating quality is important
When the company seeks a high degree of control over the distribution channel
When middlemen are not easily available, costly, or don’t offer the right services
When there is a recession
When you have excellent people management skills
Appropriate products
…used by most households (brushes)
can be demonstrated at home (vacuum cleaners)
involve all members of the family unit in the decision making process (encyclopedias)
are differentiated from equivalent store products or cannot be purchased in stores (Tupperware)
Do not represent high risk purchases to a consumer who feels knowledgeable about them (cosmetics)
Direct Selling:Concerns(Consumer Perspective)
Anxiety about manipulation: social pressure
Invasion of privacy
Previous unsatisfactory experience with direct selling
Post-purchase service support (e.g., vacuum cleaners)
Lack of relevance for much of a person’s buying