BUSN 70 Lecture Notes - Lecture 25: Personal Selling, Big Data, Direct Selling
13 Mar 2021
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Document Summary
Retailers = intermediaries who buy products from manufacturers (or other intermediaries) and sell them to consumers for home and household use rather than for resale or for use in producing other products. Move products from producers to a convenient retail establishment (place utility) Assume the risk of inventories (ownership utility) Wholesaler = intermediaries who buy from producers or from other wholesalers and sell to retailers. Investment capital; credit management; managing cash flow and receivables. Conducting primary market research; analyzing big data; utilizing marketing analytics. The use of nonpersonal media to communication products, information, and the opportunity to purchase via media such as mail, telephone, or the internet. The marketing of products to ultimate consumers through face-to-face sales presentations at home or in the workplace. The top three global direct selling companies are amway, avon, and. Distribution decisions are among the least flexible marketing mix decisions. More than half of all business products are sold through direct marketing.
