Commercial Applications
What is direct selling? Explain any two methods of direct selling.
Marketing Mix
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Answer
Direct Selling — Direct selling means the producer directly sells goods to ultimate consumers, and there is no middleman or intermediary involved between the producer and the consumer.
Two methods of direct selling:
- Door-to-Door Salespersons — Under this method, the producer employs a sales force who approach customers at their residences or offices, book orders and deliver the goods. For example, Eureka Forbes Ltd. has been selling its 'Aquaguard' brand of water purifiers and vacuum cleaners through this method.
- Catalogue Selling — In this method, the seller mails one or more product catalogues to selected persons who are likely to place an order. The prospective customers read the catalogues and send orders by mail, telephone or fax. The producer delivers the products through Value Payable Post (VPP) or courier. For example, Avon sells cosmetics through this method.
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