“The Effects of Direct Selling Strategy to the Marketing Success of Marikina Shoe Exchange in Marikina City”
Chapter 1
The Problem and It’s Background A. Introduction
Direct selling has been making the greatest impact on the marketing aspect today. Direct selling is the oldest channel of distribution. It exists since ages; fulfilling consumer’s basic need for trade and the ability to communicate with the goods they exchange. From the seller's point of view, the major attraction of direct selling is offering an equal and flexible income opportunity to men and women, across all ages, levels of experience and social origins. The direct selling industry offers high level standards of consumer protection while enhancing entrepreneurship for direct sellers.
Markets, in their fundamental stages, were meeting places for customers and direct sellers. Frequently, the seller used the market as one of his stopping points before continuing his village-to-village journey dealing. Direct selling offered opportunities for many who had previously run into barriers because of age, education and gender. The growth of the industry allowed many to become successful where no opportunity has existed before. Today, at the beginning of the 21st century, the customer still benefits from a personal and convenient way of purchasing products.
The internet has become an important element of direct selling essentially giving each direct seller a worldwide customer base. Direct sellers have been empowered by use of the internet and find direct selling to be a rewarding way to improve their quality of life, reach specific earnings objectives, facilitate social contact and sell products they love. Direct selling is the marketing and selling of products directly to consumers away from a fixed retail location. Peddling is the oldest form of direct selling. Modern direct selling includes sales