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Essay / Research Paper Abstract
This 8 page paper examines direct sales strategies, focusing on the use of a direct sales force and the use for telesales and telemarketing. The paper looks at the advantages and disadvantages and the relevant strategies of each approach. The writer includes consideration of direct sales being used for selling generic, or undifferentiated products. The bibliography cites 10 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEdirsales.rtf
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Unformatted sample text from the term paper:
their product and encouraging sales of their own product. However, as markets mature products tend to become less differentiated and consumer knowledge also increases, making the sale more difficult. Where
goods are in a retail environment the generic product will often compete with other generic products meaning that price can become a defining feature as products can be compared on
the shelf next to each other (Thompson, 1998; 325). Where goods are not sold the retail environment it may be argued price comparison is more difficult, but this is
then balanced by a more objective commercial decision making process, where set goals and budgets may be more fixed than with domestic consumers (Kahn, 1998; 4). The direct sales environment
only account for a small proportion of all sales made, in the US this is about 10% (Kotler, 2003; 536). This is a method of sales that may be
seen as more challenging due to the increased commitment of the producing company, but also a sales process that is more controlled and has many potential advantages that may be
used when a company is producing undifferentiated products. Direct sales are made when a company sells the product directly to the customer without the use of an intermediary. Many
companies have made use of a direct sales strategy to sell both generic and differentiated products. It may be argued that one of the first major firms to pioneer a
direct sales strategy was Amway (Kotler, 2003; 537). Today the strategy continues with the company and has been taken up by companies such as Avon and Tupperware, where the strategy
is for the salesperson to visit the customer in their own home and demonstrate the goods (Kotler, 2003; 537). This indicates how direct sales with a sales force, of either
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