Direct Marketing and Direct Selling

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Section: 02
Q 1: What is the difference between direct marketing and direct selling?

Answer:
Direct Marketing; definition, “The total of activities by which the seller, in effecting the exchange of goods and services with the buyer, directs efforts to a target audience using one or more media (direct selling, direct mail, telemarketing, direct-action advertising, catalogue selling, cable TV selling, etc.) for the purpose of soliciting a response by phone, mail or personal visit from a prospect or customer.” – by Peter Bennett. In simpler words Direct Marketing is a system of marketing by which the organizations communicate directly with target customers to generate a response or transaction.

Direct selling, definition,” Direct selling is the personal presentation, demonstration, and sales of products and services to consumers in their homes.”

Direct marketing is a process in which the middle men are removed and the product is directly sold to the end users or consumers. While personal selling is one to one selling in which the sales person visits a prospect and closes the sale. Direct selling is a form of direct marketing. Direct marketing and selling both involve dealing directly with the customer, seeking a response, however direct marketing assumes a broader variety of media than just sales. Direct marketing includes, direct selling, direct mail, telemarketing, direct-action advertising, catalogue selling etc.

Q 2: Describe the various forms of direct selling and some of the characteristics that make it unique.

Answer:
There are three forms of direct selling:
1. Repetitive person-to-person selling: the salesperson visits the buyer’s home, job site, or other location to sell frequently purchased products or services. (Example: Al-Manhal water salesmen). 2. Non-repetitive person-to-person selling: The salesperson visits the buyer’s home, job site, or other location to sell infrequently purchase products or services. (Example...
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