Zugl.: Kassel, Univ., Diss., 2007

Zugl.: Mannheim, Univ. Diss., 2007

Zugl.: Mannheim, Univ., Diss., 2007

Zugl.: Kassel, Universiẗat, Diss., 2007.

As we know that the process of visions, strategies, plans, actions, reviews and re-plans are essential to managing a company and strategies obviously are the main guideline of all. The product strategies in marketing are recognized as the starting point to various kinds of strategies in production, marketing, human resource, R&D, finance, information system and logistic¡Ketc. The distribution organization of Multi-Level Marketing companies (hereafter named ¡§MLM companies¡¨) is different from those of other industries because in addition to being a customer, the distributors are not only their sales representatives but also supervisors of the sales teams. Therefore, the characteristics of distribution organization must be particularly taken into account while MLM companies plan on their product strategies. If they know well about the characteristics, the products strategies can be successfully initiated and company goal can be easily achieved as a result. In this study the data was collected through questionnaires which focus on the following three main issues in order to compare the differences and similarities of consideration factors between MLM companies and distributors while MLM companies plan on their product strategies.

Abstract From the multi-level marketing industry in Taiwan, this study chooses a multi-level marketing company which comprises the characteristics of the niche-based industry in Taiwan and has been established for more than a decade as its subject, aiming to analyze the key to the success of the said company. After the literature review and in-depth interviews with the industry in question, the findings are as follows: I. This study finds out that honesty, kindness and positive marketing concepts are the moral standards salespeople should possess; and the characteristic of being gregarious is regarded as special for the multi-level marketing industry. The operation of the multi-level marketing is based on the cooperation between the upper- and lower-level salespeople on a team basis, and those salespeople support, service, and help one another to accomplish everything, while the conventional business places emphasis on individual performances. Against the backdrop, the characteristics of the multi-level marketing salespeople are somewhat different from those of the conventional salespeople. II. The making of the multi-level marketing industry is that multi-level marketing salespeople have a better capability of providing services. Also, the capabilities of making recommendations, arranging organizational action competence, and drawing up plans for the organization are the factors used to evaluate the success of a multi-level marketing company. III. The interview with the case company done by this study proves the idea proposed by Porter (1985): the innovation of products or services contributes to the differentiation between an enterprise and its competitors, and the enterprise can acquire a better selling price; and the innovation of important techniques or approaches enables an enterprise to enhance efficiency, lower costs, and even form a differentiation. The said principle is applicable to other industries, and likewise to the multi-level marketing industry. Keywords: multi-level marketing, morals, service capability,

Universiẗat, Diss.--Kassel, 2007.

Universiẗat, Diss.--Mannheim, 2007.

Cílem diplomové práce je porovnání systému řízení přímého prodeje s přímými i nepřímými konkurenty. Práce je členěna do teoretické a praktické části. Teoretická část pojednává o problematice přímého prodeje v ČR i ve světě, poodhaluje fenomén multi-level marketingu a pyramidových her. Analyzuje zadlužování českých domácností a zmiňuje se o benchmarkingu. Praktická část se zabývá popisem řízení systému přímého prodeje společnosti Provident Financial a oslovených konkurentů. Stěžejní část práce tvoří hodnocení těchto systémů metodou polaritního a konkurenčního profilu. Z hodnocení vyplývají návrhý a doporučení pro společnost Provident Financial.

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.