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World Federation of Direct Selling Association (WFDSA) has defined direct selling as “on non-fixed retailing places and through the use of face to face way, the product and service are sold directly to the consumers.” Robert, Peterson & Wotruba (1996) also describe direct selling as a face to face selling without fixed retailing sites. This can also be described as a distribution method for consumptive product or service through personnel contact (sales personnel to the consumer) and at different commercial locations. The natures of consumptive and distribution way are emphasized from direct selling (Rosenbloom 1993).
Direct selling can be either single level direct selling or multi-level direct selling. In this case we are interested in single level direct selling that Mary Kay uses. Here direct sellers are also the consumers and they also sell the company product or service to the company consumer. The income of direct sellers comes directly from the retailing he or she sells the product to the final consumer (Robert et al 1996). Mary Kay was founded in 1960 with its direct seller called Cosmetology Consultant. Direct seller is the only sale channel of Mary Kay, thus when consumers want to order Mary Kay’s products, the consumer has to find a cosmetology consultant he or she knows who buy cosmetics from the company at a wholesale price and sell to end-users at a retail price. They maintain personal relationships with their end-user consumers and deliver product to them after it is ordered; it is a high-service purchasing relationship from the consumer’s Point of view. Consultants thus act as both distributors and retailers (Coughlan, Anderson, Stern & El-Ansary 2006).
Marketing flows shows the movement of products and services...
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...ning and Implementing Multi-Channel-Strategies. California: DUV.
Govindarajan, 2007. Marketing Management: Conceptstrue Challenges and Trends. 2nd ed. New Delhi: PHI Learning Pvt. Ltd.
Lamb, C. W., Hair, J. F., and McDaniel, C., 2011. Essentials of Marketing. 7th ed. Stamford: Cengage Learning.
Massingam, L., and Lancaster, G., 2010. Essentials of Marketing Management. Oxford: Taylor & Francis.
Neves, M. E., Castro, L. T. E., and Consoli, M. A., 2010. Marketing Methods to Improve Company Strategy. Oxford: Taylor & Francis.
Peterson, Robert, A. and Wotruba, T. R., 1996. What is Direct Selling? Definition, Perspective, and Research Agenda. Journal of Personal Selling and Sales Management, 16 (4), P. 1-16.
Rosenbloom, B., 1993. Direct Selling Channels. London: Routledge.
Rosenbloom, B., 1999. Marketing channels: a management view. 6th ed. Chicago: Dryden Press.
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Ferrell, O. C., & Hartline, M. (2012). Marketing strategy, text and cases (6th ed.). Stamford, CT:
This situation seemed interesting to Vanguard because of the exponential increase in the number of potential clients, whom Vanguard doesn’t have to directly advise and serve about their products and services, combined with the high potential for profitability. The development of this broad qualified sales force could also be done at relatively low development cost. The positive aspects of this alternative are somehow strongly counterbalanced by the fact that huge efforts of mass advertising would be required in order to inform the potential customers about Vanguard’s brand, and over whom Vanguard would have no control in the sale process. Vanguard would also have to face some strong competition in its relationship with the intermediaries, who are not always the most loyal sales representatives.
Armstrong, Gary, and Philip Kotler. Marketing: an introduction. 11th ed. Upper Saddle River, NJ: Pearson Prentice Hall, 2013. Print.
direct marketing: it means selling directly to the consumer through the mail, by telephone, or door-to-door. By having direct contact with the customer, the company knows what are the needs, the preferences, and then can effectively choose the kind of products it will sell in the Moroccan market.
Lamb, C. W., Hair, J. F., McDaniel, C. D., & Wardlow, D. L. (2009). Essentials of marketing (6th ed.). Cincinnati, Ohio: South-Western College Pub..
Etzel, Michael J., Stanton, Bruce J., Stanton, William J. (2004). Marketing. (13th ed.). Boston: McGraw-Hill.
Eric H. Shaw, 2012, ‘Marketing strategy: From the origin of the concept to the development of a conceptual framework’, Journal of Historical Research in Marketing, Vol. 4, No. 1, pp. 30-55
... P.H. (1988). Marketing Management: Analysis, Planning, Implementation and Control. (6th ed.). Prentice-Hall: Englewood Cliffs.
Two recommendations for promoting direct-sales through consumer and the business; One is to offer incentives to its customers and second is to motivate the business to promoting its products by advertisements, establishing sales competition for employees, participating in conventions, and by endorsing franchise of its products to retail stores.
Kotler, P. & Keller, K.L., (2009), A Framework for Marketing Management. 4th edition, Pearson Prentice Hall: USA
Armstrong G. & Kotler P. (2007) Marketing: An Introduction 8E Upper Saddle River, NJ Pearson Prentice Hall Publishers
In the 1990s direct marketing became the most important tool in the mix because technology had enabled a form of communication by appealing directly to the target customer. This change led to new media formats, and the subsequent development of the Internet. Digital technologies have accelerated change in the marketing communications
Zero level channel (Direct selling) - Here the company directly sells to its customers. This can include selling door to door, selling via the internet or via company owned stores. Zero level channel can be very efficient in case on highly technical products where customers have to be explained about the product and marketing and sales go hand in hand. Heavy engineering products are a relevant example for this. It is also very efficient in case where service is also provided along with a product and hence direct interaction becomes unavoidable. Industrial goods which include B to B also rely heavily on this.
The direct marketing allows building and maintaining a direct, one-to-one method relationship between a company and its customer, and users of its products or services. In the Avon case the “Avon girls” represent the company and creates a very good bond, connecting the seller and buyer together in a very trustful relationship. It is very easy for the seller to persuade the buyer into buying a product, because of the usually relationship that exists between the two parts. In cases where no relationship exists, the vendor can also be able to talk the potential shopper into buying Avon products. Reason for their tremendous success is; high-quality, value oriented products, good relations with the distributors, fulfillment of dreams, and financial freedom.