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1、外文觀译原文WhatIsDirectSeI丨ing?Definition,PerspectiveAndResearchAgendaMaterialSource:JournalofPersonalSeIIing&SalesManagementAuthor:RobertA.PetersonandTHomasR.WotrubaDespitebeingtheoldestmethodofcommercialdistributionknowntomankind,directsellingisnotwellunderstood.Indeed,itisnotanoverstatementt
2、ocontendthatdirectsellinghasbeenvirtuallyignoredinthemarketingliterature.ApopularretailingtextintheUnitedStates,Mason,Mayer,andWilkinson(1903),doesnotevenconsiderdirectselling,andmanybusinessdictionaries(eg,Williamson1994)donotcontainadefinitionofdirectselling.Definitionsthatdoexistarefreq
3、uentlyambiguous,contradictory,orsimplyinaccurate.ThedefinitionsbyBaker(1984)andHartandStapleton(1992)distinguishdirectsellingbyitslackofmiddle-men,yetmanydirectsellingorganizationsdooperatewithdistributors,wholesalers,orotherintermediaries,ThedefinitionbyBernstein(1984)focusesontwoformsofd
4、irectsellingthepartyplanandoneononebutfailstonoteclearlythemostdistinguishingcharacteristic,whichisitsnonstorevenue.ThedefinitionbyOstrowandSmith(1988)isincorrectbecauseitincorporatestelemarketing.FurtherconfusionoccursbecauseBennett(1988)termsdirectsellinganmarkedngapproachwhereasClemente
5、(1992)callsitansalesapproach/1OnlytheFEDSAdefinitioncomesclosetoaccu-ratelycharacterizingdirectsellingasamarketingactivityinvolvingcontactbetweenconsumerandsalespersoninalocationotherthanaretailstore.Eveninthisdefinition,however,the"facetofaceHnatureofdirectsellingisnotclearlyenunciatedThe
6、resultisconfusionandmisunderstandingthatisdetrimentaltothedevelopmentofknowledgeaboutdirectselling.Whatisneededisadefinitionofdirectsellingthatisbothsufficientlyprecisetoenablemeaningfulcommunicationyetbroadenoughtobedirectiveintermsofbothresearchandpractice・Adeceptivelysimple,mid-rangedef
7、in让ionofdirectsellingthatseemstomeetthesecriteriaisthefollowing:Directsellingisface-to-facesellingawayfromafixedretaillocation.Thisdefinition,whileadmittedlynotnperfect,ncapturesthetenororessenceofdirectsellingandsimultaneouslydifferentiatesitfromothermarketin
