Абсолютизм
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1667 K Street, NW, Suite 1100 Washington, DC 20006-1660 202-452-8866 •
1667 K Street, NW, Suite 1100 Washington, DC 20006-1660 202-452-8866 •
1667 K Street, NW, Suite 1100 Washington, DC 20006-1660 202-452-8866 •
1667 K Street, NW, Suite 1100 Washington, DC 20006-1660 202-452-8866 •
1667 K Street, NW, Suite 1100 Washington, DC 20006-1660 202-452-8866 •
1667 K Street, NW, Suite 1100 Washington, DC 20006-1660 202-452-8866 •
1667 K Street, NW, Suite 1100 Washington, DC 20006-1660 202-452-8866 •
1667 K Street, NW, Suite 1100 Washington, DC 20006-1660 202-452-8866 •
Industry Research Committee
Industry Research Committee
Industry Research Committee
Industry Research Committee
Executive Summary
Executive Summary
Executive Summary
Executive Summary
Growth
Growth
This U.S. market increase of 5.5% in 2014 continued an upward trend
This U.S. market increase of 5.5% in 2014 continued an upward trend
This U.S. market increase of 5.5% in 2014 continued an upward trend
This U.S. market increase of 5.5% in 2014 continued an upward trend
In the U.S., direct sellers offer a diverse set of products and
In the U.S., direct sellers offer a diverse set of products and
In the U.S., direct sellers offer a diverse set of products and
In the U.S., direct sellers offer a diverse set of products and
5.5% growth for 2014
5.5% growth for 2014
The number of direct sales representatives reached a new high in 2014
The number of direct sales representatives reached a new high in 2014
The number of direct sales representatives reached a new high in 2014
The number of direct sales representatives reached a new high in 2014
The number of direct sales representatives reached a new high in 2014
The number of direct sales representatives reached a new high in 2014
The number of direct sales representatives reached a new high in 2014
The number of direct sales representatives reached a new high in 2014
The number of direct sales representatives reached a new high in 2014
The number of direct sales representatives reached a new high in 2014
The number of direct sales representatives reached a new high in 2014
The number of direct sales representatives reached a new high in 2014
The number of direct sales representatives reached a new high in 2014
The number of direct sales representatives reached a new high in 2014
The number of direct sales representatives reached a new high in 2014
The number of direct sales representatives reached a new high in 2014
People involved in direct selling are widely dispersed across every
People involved in direct selling are widely dispersed across every
Strengths of the Industry
Strengths of the Industry
54%
54%
54%
54%
54%
54%
Two-thirds of representatives are satisfied with their return on
Two-thirds of representatives are satisfied with their return on
Consumer View of Direct Selling
Consumer View of Direct Selling
Consumer View of Direct Selling
Consumer View of Direct Selling
Consumers see direct selling as a way to support local entrepreneurs
Consumers see direct selling as a way to support local entrepreneurs
Positive Impacts
Positive Impacts
Positive Impacts
Positive Impacts
Technology continues to be an opportunity for our industry
Technology continues to be an opportunity for our industry
Technology continues to be an opportunity for our industry
Technology continues to be an opportunity for our industry
Social media is effective for selling, retaining customers and
Social media is effective for selling, retaining customers and
Social media is effective for selling, retaining customers and
Social media is effective for selling, retaining customers and
Social media is effective for selling, retaining customers and
Social media is effective for selling, retaining customers and
Social media is effective for selling, retaining customers and
Social media is effective for selling, retaining customers and
Relationships are still key in direct selling
Relationships are still key in direct selling
Relationships are still key in direct selling
Relationships are still key in direct selling
Relationships are still key in direct selling
Relationships are still key in direct selling
Relationships are still key in direct selling
Relationships are still key in direct selling
Relationships are still key in direct selling
Relationships are still key in direct selling
360 Degree Strategic Research Plan
360 Degree Strategic Research Plan
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11667 K Street, NW, Suite 1100 23Consumers see direct selling as a way
Washington, DC 20006-1660 202-452-8866 • to support local entrepreneurs and receive
202-452-9010 dsa.org © 2015 Direct Selling knowledgeable personal service. Most
Association. October 2015. Appealing and Important Characteristics of
2Note on DSA Research. The data and Direct Selling to a Potential Shopper.
insights in this report and other DSA Source: Consumers’ Perceptions of the
research efforts are not possible without Direct Selling Industry 2012 National
the active participation in industry Survey Results. Page ? 23.
research by DSA member companies. If your 24Positive Impacts. The Internet and
company does not participate in all DSA Direct Selling. 24.
industry research by submitting surveys 25Technology continues to be an
and questionnaires when called upon, opportunity for our industry. Top 15 US
please do so! If you already do, we very Retailers Worldwide Digital Sales (in
much appreciate your support! Member billions) Amazon $67.9 Apple $18.3 Staples
participation in research allows DSA to $10.4 Wal-Mart $10.0 Sears $ 4.9 QVC $ 4.8
generate robust data that helps educate Netflix $ 4.4 Macy’s $ 4.2. Ecommerce is
the public and allows DSA to advocate on expected to grow 10% CAGR from 2014 to
behalf of the industry. Furthermore, as an reach $480 billion by 2019. Convenience
immediate and direct benefit to your 42% order online from direct sellers.
participation, your company receives the Consumers. U.S. Direct Selling Strategic
full research report at no cost as soon as Insights. Source: Direct Selling News
it’s published. This gives you access to commissioned Harris Poll; Internet
actionable data and insights that can help Retailer “2014 Top 500 Guide” as cited by
your company grow and a competitive Wall Street Journal; Forrester. Page ? 25.
advantage over those who don’t have it! 26Social media is effective for selling,
Note: All research data is submitted retaining customers and recruiting. Sell
confidentially and reported only in the 37%. Retain Customers 43%. Recruit 35%.
aggregate. DSA engages third-party Percent who say Social Media is effective
research vendors to ensure the as a way to... Source: 2014 National Sales
confidentially of sensitive data. Page ? Force Survey Social Media – Top 2 Box
2. Effectiveness (Rated 4 or 5 on a 1 to 5
3Industry Research Committee. DSA scale where 5 means “very effective”).
Joseph Mariano PRESIDENT Ben Gamse MARKET Page ? 26.
RESEARCH MANAGER Third Party Vendors. 27Relationships are still key in direct
Committee Members Pammie Strickland selling. 35%. 49%. 79%. Social Media such
(Chair) AMBIT ENERGY Jeff Morris (Past as Facebook, LinkedIn, Twitter, etc. Home
Chair) THE PAMPERED CHEF Yani Aguayo Parties. In Person. Representatives’
STEMTECH INTERNATIONAL, INC. Laura ratings of EFFECTIVENESS of how and where
Chacon-Garbato HERBALIFE Damien Douchet they recruit demonstrate the power of
H2O AT HOME Daniela Farmache Simkins AMWAY personal relationships. Source: 2014
Staci Glovsky NATURE’S SUNSHINE PRODUCTS National Sales Force Survey Social Media –
INC. Omobola Imoisili TEAM BEACHBODY Judy Top 2 Box Effectiveness (Rated 4 or 5 on a
Jones AMWAY Jeff Kaufman ISAGENIX 1 to 5 scale where 5 means “very
INTERNATIONAL Hellen Liu RODAN + FIELDS JJ effective”). Page ? 27.
LeBlanc MARY KAY INC. Randi Neiner SHAKLEE 28Strategic Insights. The current
CORPORATION Jesse Stamm TAKE SHAPE FOR climate for Direct Selling is excellent
LIFE, INC. – MEDIFAST Emily Trainor LULU Overall Economic Strength The US economy
AVENUE Monica Wood HERBALIFE. Page ? 3. is strong overall The Congressional Budget
4Executive Summary. U.S. sales and Office forecasts GDP will grow: 4.2% in
seller figures are both at record highs. 2015, 4.6% in 2016 and 4.5% in 2017
U.S. retail sales through the direct Three-year US direct selling industry CAGR
selling channel reached U.S.$34.5 billion (Compound Annual Growth Rate) from
in 2014, an increase of 5.5% over 2013. In 2011-2014 is 4.9% -- higher than US GDP
the U.S., the categories of Wellness growth of during this period (3.9%) by one
Products and of Services experienced percentage point. Page ? 28.
increases in 2014, Personal Care reversed 29Strategic Insights. Focus on the
its recent decline with a slight increase competitive difference our model brings
in share, while Home and Family Care/Home Industry Strengths U.S. sales and seller
Durables and Clothing and Accessories figures are at record highs With our
continued to experience decreasing shares. knowledge of consumers, message in terms
One-half of DSA’s largest 20 direct that resonate to grow product and services
selling companies grew in 2014. The number sales Supporting a local small business
of people involved in direct selling person and continue to communicate other
reached a new high in 2014 at 18.2 positive impacts of direct selling
million, which means approximately 14.9% Convenience with personalization and high
of U.S. households have a member of the service level Knowledgeable sales people.
household involved in direct selling. The Page ? 29.
DSA expects continued annual growth for 30Strategic Insights. Threats Consumer
the industry of 3% to 5% for the next expectations for convenience and ease via
three years, similar to the last three technology are increasing (for example
years. The World Federation of Direct Amazon.com) The misunderstanding of the
Selling Associations (WFDSA) reports model among financial and regulatory
global sales of $182.8 billion, an sectors impacts the industry’s image
increase of 6.4% in constant U.S. dollars. overall. Page ? 30.
Page ? 4. 31Strategic Insights. Opportunities The
5Growth. Industry Outlook and Economic business opportunity continues to offer
Context. 5. additional income to many with flexibility
6This U.S. market increase of 5.5% in to balance home and work life Leverage the
2014 continued an upward trend that began opportunity at an individual level to meet
after 2009 resulting in an industry record direct selling representatives’
high. 4.89% CAGR. U.S. Estimated Retail motivations/needs Approach consumers to
Sales. Globally, the industry is also purchase especially where loyalty is high
growing strongly. Global direct retail and continue to build loyal consumers
sales estimated at $182.8 billion – up among Gen Y Work to maintain relevancy
6.4% 2011-2014 CAGR = 6.5%. % Change: with innovation in technology, access,
-4.3%. 0.8%. 4.6%. 5.9%. 3.3%. 5.5%. tools, relationship building - look to the
Source: 2015 Growth & Outlook Report, new, growing direct sellers for leadership
2015 WFDSA Global Direct Selling on this Evolve and enhance our image with
Statistics. Page ? 6. the young and those less aware of our
7Growth is occurring in the industry model. Page ? 31.
across almost all levels of company size 32360 Degree Strategic Research Plan.
and tenure. Sales of... p9.8%. q3.5%. National Salesforce Study. Growth &
p8.3%. p50.4%. 50% of DSA’s top 20 largest Outlook Survey. Sales Strategy Survey.
direct selling companies experienced Global Annual Statistics Survey. Consumer
growth in 2014. Companies predominantly Attitudes & Perceptions. Contact: Ben
selling through person-to-person methods Gamse Market Research Manager
experienced stronger growth in 2014 than bgamse@dsa.org 202-452-8866.
those who sell through parties, groups or Socio-Economic Impact Study 2016.
classes. Among newer firms, founded in Quarterly DataTracker REVAMPED. Members’
2000 or after, 72% experienced sales Needs Survey Q1 2015. State of the
growth in 2014, versus 39% of those with Industry Report. Page ? 32.
more tenure. The smallest direct selling 33Reports. Direct Selling Industry 2013
companies had growth of more than 50% in Sales Strategy Study The survey was
annual retail sales over 2013. Although, conducted online in 2013. All DSA member
it’s important to note that these firms companies were given the opportunity to
are growing from a smaller base than more participate, and 61 companies completed
established firms. Source: 2015 Growth the survey. The questionnaire averaged
& Outlook Report. Page ? 7. about 25 minutes in length. Note: Due to
82014 marked a return to estimated the wide range of sizes of DSA member
direct retail sales growth exceeding the companies and the sales strategies they
U.S. economic growth. Estimated Direct employ, there are considerable variations
Retail Sales and GDP ($U.S. billions). in responses to questions. We often report
4.89% U.S. Direct Selling Industry CAGR both mean (the average of all responses)
3.93% U.S. GDP CAGR. Source: 2015 Growth and median (the middle value) to describe
& Outlook Report. Page ? 8. the data. The 61 member companies that
9In the U.S., direct sellers offer a participated in the study are a good
diverse set of products and services. cross-section of the DSA member companies,
Percentage point change compared to 2013. however, the data is representative only
q. p. Share of Direct Selling Industry of these companies and cannot be
Retail Sales in 2014. Leisure & generalized to the industry as a whole.
educational p 0.5%. Clothing & Consumers’ Perceptions of the Direct
accessories q0.5%. Wellness p 1.6%. Selling Industry 2012 National Survey
Personal care p 0.3%. Services and other p Results The survey was conducted online in
0.2%. Home & family care/ home 2012 and 2008 and was national in scope.
durables q 2.1%. Electronically connected It is designed to over-represent females
health and wellness personal product because a large proportion of buyers in
market will reach $8 billion by 2018. the direct selling industry are female.
Energy deregulation strongly contributing The survey is representative of the
to services growth. Note: Totals may not national online population, which is
sum to 100% due to rounding. Source: 2015 similar but not identical to the full
Growth & Outlook Report; Consumer national population. The age and
Electronics Association report of race/ethnicity distribution of the
Technology Trends to Watch 2015. Page ? 9. population in this study mirrors the U.S.
105.5% growth for 2014. 3-5% growth population of adults. The questionnaire
expected annually for the next three averaged about 15 minutes in length.
years. DSA forecasts growth in the channel Direct Selling 2014 National Salesforce
over the next three years with U.S. sales Study This is a sizable study with over
to reach approximately $39 billion in 20,000 direct seller respondents from 61
2017. Source: 2015 Growth & Outlook DSA member companies. Survey data was
Report. Page ? 10. collected between March 13 - October 11,
11The number of direct sales 2013. The scale and breadth of respondents
representatives reached a new high in from different companies provide a robust
2014. 3 in 4. 14.9% of U.S. households sample. The data was weighted based on
have a direct sales representative. 1 in company size and method of survey
2. Number of People Involved in Direct distribution. As with any satisfaction
Selling (in millions). The salesforce is survey, it is those most satisfied who
diverse across age groups (including generally take the time to respond. And,
Millennials) Most independent sales those least satisfied are eager to give
representatives are female About feedback. 2015 Growth and Outlook Report:
three-quarters are married About half have U.S. Direct Selling in 2014 The annual
children under 18 at home. 2008. 2012. Growth & Outlook Survey is the primary
46.3 AVERAGE AGE. Females. 86.4%. 74.2%. resource for creating a comprehensive
q. Males. 13.6%. 25.8%. p. Note: Totals review of the status of 2014 direct
may not sum to 100% due to rounding. selling in the U.S. The questionnaire for
Source: 2015 Growth & Outlook Report, this year’s survey was distributed via
2014 National Salesforce Study. Page ? 11. email by the USDSA to direct selling
12People involved in direct selling are companies on January 14, 2015, with a due
widely dispersed across every state in the date of March 13, 2015. Every effort is
U.S. California, Texas and Florida lead in made to encompass the entire direct sales
the U.S. Page ? 12. industry including non-members and the
13Strengths of the Industry. Motivating many small and start-up companies. Out of
Direct Sellers. 13. 180 DSA member companies and 61 companies
1454%. 48%. 57%. With current in the pending process, 108 firms
representatives, motivations are diverse – participated in the survey this year,
both tangible and emotional. Top including 40 (80%) of the 50 largest
Motivations to BECOME a Direct Seller: members. Page ? 33.
Entrepreneurial Motivations. Lifestyle 34Definitions. Direct Retail Sales – the
Motivations. Product. Long-term dollar amount paid by the ultimate
supplemental income. It gives me consumers of the products and services.
flexibility. I get the products at a Estimated Retail Sales are direct selling
discount. Source: 2014 National Sales company revenues plus an estimated retail
Force Survey. Page ? 14. margin. Direct Seller – an individual
1562%. 65%. 62%. All their motivations eligible to order products/services during
become stronger as reasons to continue as the year; people involved in direct
a direct seller. 48%. 54%. 57%. Top selling may be called direct sellers,
Motivations to BECOME a Direct Seller vs. distributors, representatives, consultants
CONTINUE as a Direct Seller: or various other titles, and may
Entrepreneurial Motivations. Lifestyle participate in various ways, including
Motivations. Product. Long-term selling the products themselves or through
supplemental income. It gives me their sales organizations, providing
flexibility. I get the products at a training and leadership to their sales
discount. Source: 2014 National Sales organizations, referring customers to the
Force Survey. Source: 2014 National Sales company and purchasing products and
Force Survey. Page ? 15. services for personal use. Compensation is
16Half. 60%. Nearly 4 in 10. Opportunity ultimately based on sales and may be
is strong with product sales to end earned based on personal sales and/or the
customers. …of direct sellers say that sales of others in their sales
more than 80% of their customers are organizations. These individuals are
repeat customers. …of direct sellers have independent contractors. Direct Selling -
11 or more customers that are not also a business model that offers
direct sellers. ...say they have five or entrepreneurial opportunities to
more new potential customers who place an individuals as independent contractors to
order in a typical month. Source: 2014 market and/or sell products and services,
National Sales Force Survey. Page ? 16. typically outside of a fixed retail
17Two-thirds of representatives are establishment, through one-to-one selling,
satisfied with their return on effort. 63% in-home product demonstrations or online.
Total Satisfied. Satisfaction with the Employee – a person who is corporately
Amount of Money Earned for Amount of Time hired to provide services to a direct
Spent on Direct Selling Business. Nearly selling company on a regular basis in
eight in ten say the amount of income exchange for compensation. (Does not
compared to the amount of time invested include independent direct sellers as
was described accurately and fairly by the defined above). Party Plan Sales Strategy
company. Very. Somewhat. Source: 2014 – the sale of a product or service in a
National Sales Force Survey. 17. group or class setting and away from a
18Eight in ten representatives describe fixed location, often in the home of a
the experience of direct selling host or hostess. Person-to-Person Sales
positively. Experience in Direct Selling. Strategy – a one-to-one sales interaction
Gen Y are more likely to: Say the generally involving a salesperson and one
experience in direct selling has exceeded customer, away from a fixed retail
their expectations Enjoy the flexibility location, often in the home of the
and the short term supplemental income. customer or in a mutually agreeable
82%. 18%. Source: 2014 National Sales location. Page ? 34.
Force Survey. 18. 35DSA Code of Ethics. The cornerstone of
19Consumer View of Direct Selling. 19. the Direct Selling Association's (DSA)
2056%. Entrepreneurship and business commitment to ethical business practices
dynamism are drivers of economic growth. and consumer service is its Code of
Reasons 1. Independence from an employer Ethics. Every member company pledges to
and being one’s own boss (65%) 2. Chance abide by the code's standards and
for self-fulfillment and the realization procedures as a condition of admission and
of their own ideas (62%). of U.S. continuing membership in DSA. The DSA Code
respondents to a global study conducted by of Ethics speaks to both the consumer and
a direct selling company have a positive the seller. It ensures that member
attitude towards entrepreneurship. Source: companies will make no statements or
Amway Global Entrepreneurship Report 2013, promises that might mislead either
GfK Roper. Page ? 20. consumers or prospective salespeople.
21Favorability of the direct selling Pyramid schemes are illegal and companies
industry has improved. Favorability toward operating pyramids are not permitted to be
Direct Selling. 18%. 30%. 24%. 23%. Very members of the DSA. The DSA Code of Ethics
Unfavorable. Very Favorable. 1. 2. 3. 4. is enforced by an independent code
5. 6. 7. 8. 9. 10. Source: Consumers’ administrator who is not connected with
Perceptions of the Direct Selling Industry any member company. The code administrator
2012 National Survey Results. Page ? 21. will do everything possible to resolve any
22There is opportunity to move the large complaints to the satisfaction of everyone
neutral group. 18%. 52%. 30%. 1. 2. 3. 4. involved, and has the power to decide on
5. 6. 7. 8. 9. 10. Source: Consumers’ remedies. All member companies have agreed
Perceptions of the Direct Selling Industry to honor the administrator's decisions.
2012 National Survey Results. Page ? 22. Page ? 35.
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