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Ans) Direct selling is a promotional method in which one party (e.g., salesperson) uses skills
and techniques for building personal relationships with another party (e.g., those involved in a
purchase decision) that results in both parties obtaining value. In most cases the “value” for the
salesperson is realized through the financial rewards of the sale while the customer’s “value” is
realized from the benefits obtained by consuming the product.
In Direct Retailing, the customers are first exposed to the merchandise through an impersonal
medium, and then purchase the merchandise by telephone or mail. This includes catalogue
retailing, TV home shopping, interactive electronic retailing.
There are both advantages and disadvantages associated with both kinds of retailing for both the
retailer and consumer which can be discussed as follows.