Direct Selling is the Chinese translation of Direct Selling, which is also known as "shopless selling". Direct selling is a widely discussed but often misunderstood topic. Some people confuse direct marketing with direct marketing, and others compare direct marketing to the rat race. Although direct marketing is the earliest form of business distribution, it has not been well understood. It has been virtually ignored in the marketing literature, for example, in a 1993 best-selling U.S. textbook on retail management, which does not even mention direct marketing, and in a 1994 U.S. business dictionary, which does not include a definition of direct marketing.
Some scholars have defined direct marketing, but most of them have vague 無限極直銷
definitions that do not really reflect the characteristics of direct marketing. Two of the most famous scholars in the United States who have studied direct marketing are Professor Robert A. Peterson of the University of Texas at Austin and Professor Thomas R. Wotruba of San Diego State University. Both of them have published the most widely used and valued papers on direct marketing model research. In a paper published in 1996, they discussed the definition of direct selling, which is simply and painfully defined as a face-to-face sale that does not take place at a fixed retail location. This definition is similar to that of the Direct Selling Education Foundation in 1992: "Direct selling is a form of distribution of consumer products or services through personal contact (salesperson to purchaser), not at a fixed business location, but primarily at home"; however, the latter is more The latter, 無限極直銷however, emphasizes "consumerism" and "distribution methods".
There are two key points in the definition of direct marketing: "face-to-face selling" and "not at a fixed retail location".
Face-to-face selling allows us to understand that direct marketing is a process where two people meet face-to-face. This face-to-face selling characteristic is the main difference between direct marketing and direct sales. Direct marketing uses mailed catalogs, tele/TV marketing, direct response advertising or emerging online marketing to sell products or services without face-to-face contact. No fixed retail location means that direct marketing differs from general retail store sales in that 無限極直銷it is a store-less form of retailing.
I. Advantages of direct marketing, compared with other marketing methods, direct marketing companies have many advantages of their own, the more important ones are.
It is not limited by space, and can be conducted anywhere at the convenience of the consumer and the direct seller.
The quality and quantity of information, through face-to-face communication, all the senses of communication: hearing, seeing, smelling and touching can be applied, while consumers can state their needs, while information about the product or service is provided by the direct marketer in response to the customer's needs, so that the consumer has a full understanding of the product or service.
Therefore, from an activity point of view, direct marketing fully applies the concept of "relationship marketing". Successful direct sellers must learn how to build long-term relationships with their customers and maintain consistent performance through repeated purchases by existing customers.