什么是直销？定义，观点和研究议程外文翻译.docVIP

外文翻译 原文 What Is Direct Selling?Definition,Perspective And Research Agenda Material Source:Journal of Personal Selling Sales Management Author: Robert A.Peterson and THomas R.Wotruba Despite being the oldest method of commercial distribution known to mankind, direct selling is not well understood. Indeed, it is not an overstatement to contend that direct selling has been virtually ignored in the marketing literature. A popular retailing text in the United States, Mason, Mayer, and Wilkinson (1903), does not even consider direct selling, and many business dictionaries (e.g.,Williamson 1994) do not contain a definition of direct selling. Definitions that do exist are frequently ambiguous, contradictory, or simply inaccurate. The definitions by Baker (1984) and Hart and Stapleton(1992) distinguish direct selling by its lack of middle-men, yet many direct selling organizations do operate with distributors, wholesalers, or other intermediaries, The definition by Bernstein (1984) focuses on two forms of direct selling the party plan and one on one but fails to note clearly the most distinguishing characteristic, which is its non store venue. The definition by Ostrow and Smith (1988) is incorrect because it in corporates telemarketing.Further confusion occurs because Bennett (1988) terms direct selling a marketing approach,whereas Clemente (1992) calls it a sales approach. Only the FEDSA definition comes close to accu-rately characterizing direct selling as a marketing activity involving contact between consumer and salesperson in a location other than a retail store.Even in this definition, however, the face to facenature of direct selling is not clearly enunciated The result is confusion and misunderstanding that is detrimental to the development of knowledge about direct selling. What is needed is a definition of direct selling that is both sufficiently precise to enable meaningful communication yet broad enough to be directive in terms of both research and prac