Direct Marketing Case Study

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5. Implications
(a) Direct Marketing
Due to the way direct marketing strategies and activities are carried out, this strategy tends to invade into people's data and information privacy. Or to be more precise, their targeted or current and existing customers of their goods and services. Moreover these direct marketers or to be more precise the strategies of direct marketing has also interfered into people's private timing and duties. According to O’Malley, Patterson and Evans 's study (as cited in Jordaan, 2007), "The volume of direct mail, phone calls and e-mails that individuals receive relates to the physical intrusion of marketing communications into their daily lives". And again from Curran and Richards (as cited in Jordaan, 2007), "Many
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Just like cavemen being attracted to a whole pile of food for the purpose of surviving, people today are attracted to these MLM pyramid schemes. This is because MLM disguises themselves as an "independent business", playing the rules of "important values such as independence, initiative, entrepreneurship, and personal freedom," (Taylor, 2000). People striving to make ends meet are attracted to deals and promises of financial freedom once and for all. And because of this, John M. Taylor describes the resultant force of this attraction is that, "can be induced to spend all their earnings, lose or quit their existing jobs, neglect their families and other relationships and take on great debt in the pursuit of the elusive "dream" they have been deceptively …show more content…
MLM focuses on recruiting new sales distributors and because of the recruitment chain, people are enticed to defraud their own family members and friends or even acquaintances. John M. Taylor describes it to cause social harm that is greater than the financial damage. Furthermore, MLM is never similar to a five to nine daily job. They operate as private networks which stands outside of daily or mainstream businesses. Even social life towards MLM is different. This is because MLM businesses are based on Pyramid schemes hence they posses hierarchical mentality as they expand. The meaning of this is because there are up-lines and a constant stream or chain of new down line members. Not to forget John M. Taylor's referral to "charismatic leaders" to encourage and prolong the loyalty of the existing sales distributors to continue the process of recruitment. If it is related again to the personal life of consumers of the sales distributors, it is seen that they can never establish a long run trust towards anyone they meet because all they will normally communicate of is about recruitment and unrealistic

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