Direct Selling in Taiwan, due to it¡¦s changing from focusing on distributor¡¦s face-to-face connecting with customers to emphasizing on real channel and electronic commerce; it has been a part of service Industry. Therefore, a good quality of service is become a key which could turnover people¡¦s negative impression on direct selling. We can see that within these years, for gaining positive reputations, most of direct selling companies have given lots of their efforts and money on external marketing activities, such as image commercial, sports sponsor, charity activities, and etc. But, who could win the competition at the end? The way to success is the way that internal employees having satisfied service to external customers. There are many ways of encouraging employees doing excellent service. Some scholars¡¦ studies found out an effective communication which could lead employees to a customer service oriented attitude is internal marketing. This is a case study of a direct selling company that operates its business with real channel. The major purpose is to find out whether internal marketing influence the attitude of customer orientation, and if supervisor trust and job satisfaction could be improved by internal marketing. We discuss four variables (internal marketing, supervisor trust, job satisfaction, customer orientation) to search out the relation among them. This research pointed out that 1. The higher satisfaction level employees practice to internal marketing, the more satisfaction they got in supervisor trust. 2. The higher satisfaction level employees practice to internal marketing, the better performance on customer orientation. 3. Close linkage between supervisor trust and employee¡¦s job satisfaction. 4. There is a positive relation between employees¡¦ job satisfaction and customer orientation.

The main purpose of the integrated marketing communication is to consolidate various marketing modes, to provide customers and prospects with clear and consistent information, and to bring the most benefits of communications. In these years, the direct-selling businesses have stepped on the right track, and have expelled the illegal or weak brands from this market. The existing companies and products are with competition-advantageous brands in the MLM market. The integrated marketing communications are becoming more important as it makes the customers focus on the uniqueness of the products and buy the products. This study discovers that the Bionatural (¦Ê¤ºº¸) Co. has achieved the merits of delivering clear and consistent image and information in using integrated marketing communication. It is in an advantageous position in the niche market that the Bionatural (¦Ê¤ºº¸) Co. held the rights of selling high-tech products in the 21st century. The purpose of multi-level marketing is the personnel marketing. It is using the principle of multiple markets and through the sharing power of customers¡¦ public praise in nice response, to set up a large selling system, and to let these customers obtain rational rewards. So it is not like any traditional companies using stores to sell their products. With fully utilizing communication tools, besides the traditional communication model of one-to-one, every direct selling co. in this study has used TV, newspapers, broadcast, magazines, and network to shape a clear image. This study provides 6 items of suggestion for the direct selling co. in the planning of integrated marketing communications: 1. Attach importance to the integrated marketing communications for companies and sellers synchronously. 2. Grasp the market¡¦s changes and trends. 3. Operate with the emphasis on major customers. 4. Focus on every opportunity where the brand comes to interface. 5. Utilize the various tools of communications to result in a better reword plan. 6. Incorporate network marketing resources to enhance the image of direct selling co.

Graduation Theses concerns an analysis and evaluation, of how a multi-level marketing, functions in the Czech Republic. Explaining its ideals and principals, while it theoretically applies on a specific company, which is involved with multi-level marketing. The target is to introduce such system in an objective way and evaluate it in practice.

I ett samhälle där tiden blir en allt mer avgörande faktor ökar konsumenternas efterfrågan på tidsbesparande konsumtion. E-handel erbjuder konsumenter besparandet av tid och bekvämlighet genom att det är möjligt att göra inköp, när som helst och var som helst. När företag väljer att tillämpa e-handel innebär det att de inte längre kan möta kunden öga mot öga. Vid hemparty, som är en form av direkthandel, sker försäljningen i direktkontakt med kunden. Försäljningen äger rum i kundens hem tillsammans med dennes vänner och bekanta. Deltagaren på ett hemparty erbjuds personlig försäljning likväl som möjlighet att prova och uppleva produkten. Samma möjlighet erbjuds dessvärre inte över internet. För produkter som behöver upplevas, såsom kläder, krävs kreativa e-handelslösningar för att komma nära den fysiska upplevelsen som ges vid hempartyn. Detta leder fram till uppsatsens forskningsfråga: Hur kan ett direkthandelsföretag inom modebranschen tillämpa hempartyts säljverktyg på internet i form av en nätbutik?För att besvara vår forskningsfråga krävs det att vi tar reda på vilka hempartyts säljverktyg är, detta gör vi i samarbete med direkthandels- och klädföretaget Cattis Design och dess kunder. Genom att låta företagets kunder besvara en internetenkät ville vi få en uppfattning om vad dem hade för attityder till hemparty och klädinköp över internet. Tillsammans med den kvantitativa metoden har vi även utfört kvalitativa undersökningar i form av en företagsintervju och en observation under ett hemparty. Tillsammans med resultatet från våra undersökningar och litteratur har vi kunnat definiera vilka hempartyt säljverktyg är. Vi har kommit fram till att direkthandelsföretag som vill tillämpa hempartyts säljverktyg på internet bör fokusera på att involvera och engagera kunden i köpprocessen. Nätbutiken bör vara personlig och ge kunden möjlighet att få personlig rådgivning. För att skapa känslan av socialt umgänge i en nätbutik kan företag använda sig av sociala medier och på så sätt låta kunderna integrera med varandra. Several direct selling companies see the e-commerce as an opportunity to provide their customers with more available products, by giving them the opportunity to place orders over the internet. Direct selling, in form of home parties, is a unique way to create a consumers base for a company. When the company has established a solid customer base, it’s possible to develop the business by starting a store on the internet or in some cases a traditional commerce store. Selling through home parties means that the company usually conducted face-to-face manner either where products are demonstrated to an individual or to a group. The service gives directly to the costumers who are offered personal selling as well as the opportunity to try out and experience the product in their homes, or in other location away from permanent retail premises. E-commerce does not offer the customers the same opportunities for personal selling over the internet. Nor does the customer have the same opportunity to experience the product. For products that need to be experienced such as clothes that need to be tried on, requires creative e-commerce solutions for getting close to the physical experience when the personal touch is often missed by consumers on the internet. This paper is therefore discussing how a direct selling company can apply the same sales tools on the internet which home party gives. / Program: Butikschef, textil och mode

Na atual fase da economia neoliberal, com a reformulação produtiva das relações de capital e trabalho, em que se busca a reprodução ampliada do capital, a configuração da economia globalizada tem levado a uma nova ordem dialética entre o circuito superior e inferior. As dinâmicas recentes da economia brasileira vêm influindo na expansão dos dois circuitos da economia urbana nas grandes cidades brasileiras. A presente pesquisa tem como objetivo analisar o sistema de venda direta, uma forma de comercialização promovida por empresas como a Avon e a Natura, que fabricam e comercializam produtos cosméticos e perfumaria diretamente da indústria para o consumidor, tendo como área de estudo a cidade de Jundiaí (SP) e a Região Metropolitana de São Paulo, no período de 1990 a 2010. Esta forma de estratégia empresarial, a venda direta, permite a inserção de uma variada gama de trabalhadores, geralmente urbanos, integrando-se ao modelo de produção dominante, a partir de um contrato comercial. Na compreensão desse processo, impôs-se a análise na qual se potencializa a acumulação de capital sob a forma de exploração da força de trabalho, cada vez mais flexível e precário. Essa articulação, que explica a existência combinada e concomitante de diferentes estágios tecnológicos no interior do mesmo conjunto de processos produtivos, torna indiscutível que o critério de moderno e atrasado são faces do mesmo modo de reprodução social capitalista. Se no passado a venda direta era adotada por algumas poucas empresas, hoje é adotada por grandes e pequenas. Nesse sentido, é necessária a compreensão das transformações das grandes empresas, que constituem o circuito superior da economia, com o circuito inferior, em sua busca de reprodução ampliada de capital por meio da acumulação primitiva, presentes em muitas formas de trabalho contemporâneo. Foram estudadas as empresas de venda direta que distribuem seus produtos por meio de catálogos (Avon e Natura), por carrinhos (Nestlé e Yakult) e o caso do marketing de rede (Forever Living Products), demonstrando a peculiaridade de cada atividade em suas diferenciações dentro do sistema de venda direta. Nossa análise apontou para a capacidade, tanto do circuito superior como do circuito inferior, em se renovar e se expandir, no período de globalização. Em suma, uma reflexão sobre os dois circuitos da economia urbana nos coloca diante de novas interações entre o capital e o trabalho no período atual. / In the current phase of neoliberal economics, with the productive reformulation of the relations of capital and labor, which seeks expanded reproduction of capital, the economy has led to a new dialectic order between the upper and lower circuits. The recent dynamics of the Brazilian economy are influencing the expansion of the two circuits of urban economy in large cities. This research aims to analyze the direct selling system, a type of marketing promoted by companies such as Avon and Natura, which manufacture and market cosmetics and perfumery directly from industry to consumers, with the study area being Jundiaí (SP) and the metropolitan area of São Paulo, from 1990 to 2010. This form of corporate strategy, direct selling, allows the inclusion of a diverse range of employees, usually urban, integrating into the dominant model of production, starting from a commercial contract. In understanding this process, it was imposed the analysis which enhances the accumulation of capital in the form of exploitation of the workforce, increasingly flexible and precarious. This coordination, which explains the existence and simultaneous combination of different technological stages within the same set of manufacturing processes, makes it unquestionable that the criterion of \"modern\" and \"delayed\" are faces of the same mode of capitalist social reproduction. If in the past direct selling was adopted by a few companies, today it is adopted by large and small ones. Thus, it is necessary to understand the transformations of large enterprises, which constitute the upper circuit of the economy, with the lower circuit, in their search for enlarged reproduction of capital through primitive accumulation, present in many forms of contemporary work. We studied the direct selling companies that distribute their products through catalogs (Avon and Natura), cart sales (Yakult and Nestlé) and the case of network marketing (Forever Living Products), showing the peculiarities of each activity in their differentiation inside the direct selling system. Our analysis pointed to the ability of both the upper circuit and lower circuit in renewing and expanding in the period of globalization. In short, a reflection on the two circuits of urban economy puts us in front of new interactions between capital and labour in the current period.

Experience economy reinforces not only the correlation intensity between enterprise and its customers, but also the differentiations with competitors. Above all, it enhances value and price, and frees itself from price competition. The operation model and product / service are getting similar in the industry of direct selling, so consciousness of crisis urges those companies to keep close relationship with distributors. Except for reward system, the direct selling companies will seek for intensifying distributor¡¦s willingness and capabilities throughout training and marketing in the ¡§Meeting Place¡¨. The ¡§Meeting Place¡¨ can be regarded as the base where the potential distributors are nurtured. Hence, ¡§participating in every meeting¡¨ has become a key successful factor for direct selling. This study adopts the method of qualitative research to study how the various experiential theories apply to direct selling. It attempts to define and to confer the above-stated terms based on authors¡¦ practical participation experience and analyzes the triple role, consumer-seller-operator; a distributor plays in the mean time. The conclusions of this study are summarized as follows: ¤@Experiential theories are broadly used in the industry of direct selling, but they lack of systematic planning and thinking. ¤@Experiential theories can fit the triple role of different stages. ¤@A model of the activities in the ¡§Meeting Place¡¨ is built as reference of future application for scholars and direct selling operators.

Due to the competition in the market and the challenge of the products of the other brands in the different sales channels, the traditional marketing strategy has gradually lost the attraction of customers and develop accordingly many new methods of marketing. Among them , the experiential marketing has been to attach broadly importance to discuss by industries in these days, such as Starbucks coffee shop. The experiential marketing switches the emphasis on the functionality and effectiveness to creations of the consumption process among perception, emotion, cerebration, action and relations. And so the best way for corporations is to develop the methods of marketing with being moved to customers at the moment. The major consumers of direct selling industry in Taiwan is women, so the objective of this study is Mary Kay Cosmetics Inc which is focus on female consumers. And based on the strategic experiential module evolved by Schmitt.To apply the five dimensions of sense, feel, think, act, relate to research the acceptance of consumers for the marketing ways and to explore whether these dimensions affect consumer¡¦s behavior with the combination of literature review, in depth interviews and content analysis as well. Findings suggest that these five dimensions affect the consumer¡¦s behavior and the impact of feel plays the most important roll of all. And the marketing of act and relates are important because of involving in interpersonal relationship and community operation. Mary Kay and the other companies in direct selling industry what are focus on the sales channel of distributors may refer to this model to induce the consumption of consumers.

Submitted by Fabiana da Silva Lima (fabiana.sl20@gmail.com) on 2018-05-09T17:45:55Z No. of bitstreams: 1 Fabiana Lima_PGAD_TUPA_032018.pdf: 6813304 bytes, checksum: 95e29598d392587dc2e8d8ace3f66ef9 (MD5) / Approved for entry into archive by Eliana Katia Pupim (katiapupim@tupa.unesp.br) on 2018-05-10T13:51:26Z (GMT) No. of bitstreams: 1 lima_fs_me_tupa.pdf: 6813304 bytes, checksum: 95e29598d392587dc2e8d8ace3f66ef9 (MD5) / Made available in DSpace on 2018-05-10T13:51:26Z (GMT). No. of bitstreams: 1 lima_fs_me_tupa.pdf: 6813304 bytes, checksum: 95e29598d392587dc2e8d8ace3f66ef9 (MD5) Previous issue date: 2018-03-13 / Diante de muitos desafios enfrentados na cadeia produtiva de alimentos, desde a produção da matéria prima até a distribuição ao consumidor final, muitos produtores estão deixando de comercializar por canais de distribuição convencionais e estabelecendo novas estratégias de distribuição para seus produtos, optando por formas alternativas de distribuição. Diante desse contexto, esta pesquisa teve como objetivo principal analisar a venda direta como forma de posicionamento estratégico na distribuição de alimentos da produção rural. Para responder aos objetivos da pesquisa, o trabalho contou com o levantamento bibliográfico sobre canais de distribuição, mercado e estratégias mercadológicas, a pesquisa foi estruturada como um estudo qualitativo exploratório descritivo, utilizando estudo Multicasos com onze produtores rurais do Estado de São Paulo, escolhidos de forma intencional não probabilística, que utilizam o sistema de venda direta como forma de distribuição. Os resultados identificaram diferentes canais de distribuição, desde a feira livre, mais tradicional dos canais, até uso de lista de pedidos por aplicativos de celular e e-commerce. A era digital tem impulsionado o desenvolvimento de novas formas de venda direta e atraído mais produtores a esta alternativa de distribuição. Também foram identificadas diferentes estratégias entre os produtores, como a diferenciação de produtos e a diversificação da produção. Os produtores entrevistados apresentaram informações precisas sobre as motivações que os levaram a diversificar a distribuição por canais alternativos, como maior retorno financeiro, maior autonomia na forma de produção e na gestão da empresa e permanência da relação de confiança entre produtor e consumidor. Foi verificado que os produtores rurais entrevistados que optam pela distribuição direta, mesmo que de forma não exclusiva, estabelecem estratégias de distribuição e estão identificados com novas formas de aproximação com o consumidor. Fica como sugestão para trabalhos futuros a continuidade em exploração dos canais com uma amostra maior de produtores e identificar quais estratégias estão sendo desenvolvidas por eles. / Faced with many challenges in the food production chain, from the production of the raw material to the distribution to the final consumer, many producers are failing to market through conventional distribution channels and establishing new distribution strategies for their products, opting for alternative forms of distribution. distribution. In view of this context, this research had as main objective to analyze the direct sale as a form of strategic positioning in the distribution of food of the rural production. In order to respond to the research objectives, the work was based on a bibliographical survey on distribution channels, market and marketing strategies, the research was structured as a descriptive exploratory qualitative study, using a Multicasos study with eleven rural producers from the State of São Paulo, chosen from non-probabilistic form, which use the direct sales system as a form of distribution. The results identified different distribution channels, ranging from the most traditional, free show to the list of requests for mobile and e-commerce applications. The digital age has driven the development of new forms of direct selling and attracted more producers to this distribution alternative. Different strategies were also identified among producers, such as product differentiation and production diversification. Producers interviewed provided precise information about the motivations that led them to diversify distribution through alternative channels, such as greater financial returns, greater autonomy in the form of production and in the management of the company, and the permanence of the trust between producer and consumer. It was verified that the rural producers interviewed who opt for direct distribution, albeit non-exclusively, establish distribution strategies and are identified with new ways of approaching the consumer. It is suggested for future works the continuity in exploring the channels with a larger sample of producers and to identify what strategies are being developed by them.

abstract: This dissertation examines how direct selling organizations compel women to believe that direct selling is, among other things, centered on the needs of women. Drawing upon feminist interdisciplinary methodologies, this dissertation brings together qualitative, archival, and ethnographic materials to analyze direct selling through a technologies of gender framework. I argue that multi-level marketing direct selling companies (like Avon, Tupperware, Mary Kay, etc.) are able to turn belief into profits because they strategically tap into gender ideologies. I show that discursive technologies of gender coalesce with race and class discourses and are put to work by direct selling companies to construct a specific type of direct seller. This dissertation attempts to unpack the complex technologies of gender that direct selling women engage with while constructing their identities as workers and women. I argue that the companies in this study deliberately tap into women's anxieties and desires to blend their perceived gender roles with their need for income. I find that direct selling companies are exceptional at branding their businesses as uniquely suited for women and that this branding hinges upon the construction of a direct sales imaginary. I argue that the direct sales imaginary taps into powerful discourses of race, class, and gender to market the American dream to women who are seeking out a space that is empowering and inclusive. Because the direct selling industry tends to see an increase in profits and recruitment during economic recessions, it is likely that the current economic situation has channeled even more women toward direct sales as a fallback for uncertain economic futures. While some women may be inclined to view direct sales as an attractive employment alternative it is not a realistic means of supporting families during difficult economic times and this study might help some women make more informed decisions. Furthermore, this study brings to light how gender might be used to organize structural relationships between markets, people, and businesses. / Dissertation/Thesis / Ph.D. Gender Studies 2013

Na atual fase da economia neoliberal, com a reformulação produtiva das relações de capital e trabalho, em que se busca a reprodução ampliada do capital, a configuração da economia globalizada tem levado a uma nova ordem dialética entre o circuito superior e inferior. As dinâmicas recentes da economia brasileira vêm influindo na expansão dos dois circuitos da economia urbana nas grandes cidades brasileiras. A presente pesquisa tem como objetivo analisar o sistema de venda direta, uma forma de comercialização promovida por empresas como a Avon e a Natura, que fabricam e comercializam produtos cosméticos e perfumaria diretamente da indústria para o consumidor, tendo como área de estudo a cidade de Jundiaí (SP) e a Região Metropolitana de São Paulo, no período de 1990 a 2010. Esta forma de estratégia empresarial, a venda direta, permite a inserção de uma variada gama de trabalhadores, geralmente urbanos, integrando-se ao modelo de produção dominante, a partir de um contrato comercial. Na compreensão desse processo, impôs-se a análise na qual se potencializa a acumulação de capital sob a forma de exploração da força de trabalho, cada vez mais flexível e precário. Essa articulação, que explica a existência combinada e concomitante de diferentes estágios tecnológicos no interior do mesmo conjunto de processos produtivos, torna indiscutível que o critério de moderno e atrasado são faces do mesmo modo de reprodução social capitalista. Se no passado a venda direta era adotada por algumas poucas empresas, hoje é adotada por grandes e pequenas. Nesse sentido, é necessária a compreensão das transformações das grandes empresas, que constituem o circuito superior da economia, com o circuito inferior, em sua busca de reprodução ampliada de capital por meio da acumulação primitiva, presentes em muitas formas de trabalho contemporâneo. Foram estudadas as empresas de venda direta que distribuem seus produtos por meio de catálogos (Avon e Natura), por carrinhos (Nestlé e Yakult) e o caso do marketing de rede (Forever Living Products), demonstrando a peculiaridade de cada atividade em suas diferenciações dentro do sistema de venda direta. Nossa análise apontou para a capacidade, tanto do circuito superior como do circuito inferior, em se renovar e se expandir, no período de globalização. Em suma, uma reflexão sobre os dois circuitos da economia urbana nos coloca diante de novas interações entre o capital e o trabalho no período atual. / In the current phase of neoliberal economics, with the productive reformulation of the relations of capital and labor, which seeks expanded reproduction of capital, the economy has led to a new dialectic order between the upper and lower circuits. The recent dynamics of the Brazilian economy are influencing the expansion of the two circuits of urban economy in large cities. This research aims to analyze the direct selling system, a type of marketing promoted by companies such as Avon and Natura, which manufacture and market cosmetics and perfumery directly from industry to consumers, with the study area being Jundiaí (SP) and the metropolitan area of São Paulo, from 1990 to 2010. This form of corporate strategy, direct selling, allows the inclusion of a diverse range of employees, usually urban, integrating into the dominant model of production, starting from a commercial contract. In understanding this process, it was imposed the analysis which enhances the accumulation of capital in the form of exploitation of the workforce, increasingly flexible and precarious. This coordination, which explains the existence and simultaneous combination of different technological stages within the same set of manufacturing processes, makes it unquestionable that the criterion of \"modern\" and \"delayed\" are faces of the same mode of capitalist social reproduction. If in the past direct selling was adopted by a few companies, today it is adopted by large and small ones. Thus, it is necessary to understand the transformations of large enterprises, which constitute the upper circuit of the economy, with the lower circuit, in their search for enlarged reproduction of capital through primitive accumulation, present in many forms of contemporary work. We studied the direct selling companies that distribute their products through catalogs (Avon and Natura), cart sales (Yakult and Nestlé) and the case of network marketing (Forever Living Products), showing the peculiarities of each activity in their differentiation inside the direct selling system. Our analysis pointed to the ability of both the upper circuit and lower circuit in renewing and expanding in the period of globalization. In short, a reflection on the two circuits of urban economy puts us in front of new interactions between capital and labour in the current period.