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3.1 reading report - Essay Example

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The two groups of direct marketers were those involved in multi-level direct selling and those involved in single-level direct selling. The conditions…
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3.1 reading report
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Download file to see previous pages Direct sales continue to be a growing phenomenon in all parts of the world. This is partly because of the intensity of competition between various manufacturing companies. It would be noted that marketing is the middle entity that comes between manufacturing and consumption (Krause, 2009). This means that if good and products that are produced are not marketed, they remain liabilities for their producers. But it has never been easy for producers to get their produces marketed because of competition. It is against this background that several companies have devised what may be described as non-orthodox means of marketing. This non-orthodox means is to get people who sell products on a face-to-face basis to consumers (Fox, 2008). As direct selling gained prominence, another component of it, which has to do with multi-level direct marketing, emerged. It is for the sake of the difference in approaches namely single-level and multi-level that researchers have often tried to investigate the impact that these difference create.
The study was conducted through a survey research design whereby the researcher formed a sample size from 22 different companies. The researcher proceeded to design a data collection instrument in the form of a questionnaire, with which data were collected from respondents by the use of mailed questionnaire. With the fact that the research design was influenced by survey, it means that the researcher was to generalize all data collected from respondents with the larger direct sales population within the setting of the research.
The major managerial implications deducted from the study have to do with the trend of recruitment of marketers. This is because the study showed that the best group of population to take up single-level direct selling is people who would want to hook unto those jobs as permanent workers. For this reason, it is best to recruit young people who ...Download file to see next pagesRead More
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