Microsoft Word marketing doc

Special class of people 
: If the goods cater to the needs of a special class 
of people and are purchased only by them, direct channel is desirable. 
For example : The X-Ray equipment is purchased only by hospitals and 
nursing homes and producers intend to sell such equipment directly to 
them. 
iv) 
Technical Nature 
: If the goods produced are technical in nature and 
requires demonstration to the consumers, direct channel is desirable. 
For example : Sale of heavy machinery goods, computers, xerox 
machines etc., i.e. industrial goods. 
v) 
New product 
: If a new product is introduced into the market, the 
manufacturer tries to contact the consumers directly to explain the 
qualities of the product through his salesmen. 
For example : When Henko detergent powder was released in the 
market, door to door sales was undertaken by the Henker Spic India Ltd., 
to explain the quality and superiority of the product over competitor’s 
products. 
Manufacturers Sales 
Representatives
Consumers 

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vi.
Mail order
: If the goods can be sent easily by post such as text books or 
general books exercise equipment etc., the producer can adopt direct 
selling. 
For example : Telugu Academy sends the books ordered by post to the 
desired consumers. 
vii. 
Large Network 
: If the manufacturer has a large net work of retail 
shops, direct selling is desirable. 
For example: The Bata shoe co., DCM etc., sell their goods directly to 
the consumers. 
There has been an increasing use of direct selling in recent years due to 
the following reasons. 
a)
Need to reduce the marketing costs by large-scale distribution. 
b)
Growing cum petition resulted in close control over the market 
c)
Need for providing after sales service. 
d)
Need to under take special promotional efforts. 
e)
Exploitation and non co-operation form the middlemen. 
Direct channel is the simplest and shortest channel through which goods 
reach the ultimate consumer without the services of middlemen, and it is highly 
applicable in the case of industrial goods.
II.