Direct Marketing Advantages and Disadvantages
Direct Marketing Advantages and Disadvantages
Change Trends in Production and Marketing
Direct marketing: About fifty years ago, there used to be a silk handloom in front of almost every house in Kanchipuram. These were owned by the weavers themselves. The weaver bought silk yarn from Karnataka and zari (gold thread) from Surat or any local retailer. The weaver dyed the yarn to colour of his choice, selected the design he liked, and wove the saree. His whole family helped him at different stages of the making of the saree. When a customer approached him, he sold it to him directly at a small profit. This was direct marketing.
Disadvantage: There were, however, some disadvantage in this system of production and marketing. The weaver had to reinvest his money in buying yarn, zari, dyes, etc., and wait till the sari was sold to get his earnings. If a sari did not get sold, it was a loss for him. If customers had a particular pattern in their mind, there was no way for them to convey the idea to the weaver beforehand. Also, if there was a bulk order, one weaver could not supply the whole thing.
Advantage: The advantages were that the weaver was the master, and he decided the product. All the profit went to him. But things have changed now. The world has shrunk. Products have a market all over the world, as a result of which demand has increased. Big shops place specialized bulk orders. The demands of the changed market led to the demise of the system of direct production and marketing.
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