What is Multi-Level Marketing (MLM)?

Multi-Level Marketing has been around since ancient days. Send out street urchins to sell stuff and take a big chunk of their income. Get them to recruit other homeless kids and let them have a share of what their protégé earns.
Now, Multi-Level Marketing (or MLM) is big business. One estimate put it at around the US$200 billion per annum mark, worldwide, in 2018.
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Marketing for Managers
This video is part of course module number 8.3.2
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 2: Marketing Strategy
Other videos in this section include:
🎬 What is Market Research? • What is Market Researc...
🎬 What is a Marketing Strategy? • What is a Marketing St...
🎬 What is Market Segmentation? • What is Market Segment...
🎬 What is a Customer Persona? • What is a Customer Per...
LESSON NOTES
Multi-Level Marketing is selling goods or services through a network of distributors or sales agents. These agents also earn an income from the efforts of any new agents they recruit.
So, as a sales agent, or distributor, you can earn money in two ways:
• Your own sales
• A share of the revenue earned by agents you have recruited
The proportion of income from each source is important in understanding the nature of the MLM scheme.
In the USA, the Federal Trade Commission defines Multi-Level marketing as:
"Multi-level marketing is one form of direct selling, and refers to a business model in which a company distributes products through a network of distributors who earn income from their own retail sales of the product and from retail sales made by the distributors’ direct and indirect recruits. Because they earn a commission from the sales their recruits make, each member in the MLM network has an incentive to continue recruiting additional sales representatives into their ‘downlines.’"
Downlines and Uplines
The agents a MLM organization or any of its agents recruit are their ‘downline’. A share of any money these agents earn goes to recruiter. And if those agents recruit more agents, your recruits earn a share of the revenue from their recruits. And you earn a share of that.
For the distributors at the bottom of the MLM downline, everyone above them is taking a share of their revenue. Those people are their ‘upline’.
How Does Multi-Level Marketing Work?
Clearly, the small number people at the top of the pyramid - the top of the upline - earn a lot of money from the huge spread of downline distributors.
The greater the focus on recruiting and the less on sales… the more alarm bells should ring for you. Because this also means others will be reaping a greater reward from your own efforts.
Therefore, as a MLM distributor has two roles:
• Sell to end consumers
• Recruit further salespeople
What Else are Multi-Level Marketing Schemes Known as?
You’ll find them loosely referred to as many things, the most common of which are:
• Pyramid selling
• Network Marketing
• Social Selling
• Referral Marketing
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RECOMMENDED READING
📖 Very quick overview
Marketing: A Very Short Introduction geni.us/ozSJF
📖 Good general overviews
Kotler on Marketing geni.us/JNeVHy
Positioning: The Battle for Your Mind geni.us/kGj4KCA
The 22 Immutable Laws of Marketing geni.us/RVU1
Marketing For Dummies geni.us/sZXAw
📖 Small business marketing
The 1-Page Marketing Plan geni.us/Xb4wBk
📖 For a textbook, you can’t go wrong with Kotler’s name on it!
Marketing: An Introduction geni.us/q4gzVOw
Principles of Marketing geni.us/gsFeMT5
Marketing Management geni.us/i3FO
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#Marketing #ManagementCourses #MultiLevelMarketing

Пікірлер: 36

  • @ManagementCourses
    @ManagementCourses2 жыл бұрын

    I just re-watched this a year after I made it and, in retrospect, this is one of the best and most important videos I have made. If you are considering an MLM opportunity - or suspect that what you've been offered is an MLM opportunity... WATCH THIS NOW!!!! There are instances of good and bad multi-level marketing. But it is wise to know what it is and what the pitfalls are, before you get involved. Here, I take an objective look at what MLM is and how it works.

  • @DrSudhirBisht
    @DrSudhirBisht2 жыл бұрын

    Great video as always! Crystal clear and well researched

  • @ManagementCourses

    @ManagementCourses

    2 жыл бұрын

    Thank you very much.

  • @korybonnette4069
    @korybonnette4069 Жыл бұрын

    I know all this already, but still, I enjoyed watching you explain it in simple ways

  • @ManagementCourses

    @ManagementCourses

    Жыл бұрын

    Awesome, thank you!

  • @stnuo2022
    @stnuo2022 Жыл бұрын

    Loved it

  • @ManagementCourses

    @ManagementCourses

    Жыл бұрын

    Great!

  • @banliveexport325
    @banliveexport325 Жыл бұрын

    Excellent video. Most of the big MLM Earners earn most of their money selling motivational tools and speaking at Functions. I would love to see your take on this side of the Business which is a side that not many talk about.

  • @ManagementCourses

    @ManagementCourses

    Жыл бұрын

    It's a good topic, but the channel is about providing understanding and practical training, rather than opinion. I am aware that this particular video may have strayed a little towards opinion. But my aim was to show how the model works.

  • @DrSudhirBisht
    @DrSudhirBisht2 жыл бұрын

    Please create a video lecture on Unique selling proposition Vs Positioning Is USP really dead, as was told to us in the late 90s?

  • @ManagementCourses

    @ManagementCourses

    2 жыл бұрын

    Great topic idea! I shall add it to my list, thank you.

  • @sarumiolamilekan9303
    @sarumiolamilekan93036 ай бұрын

    Very helpful video.

  • @ManagementCourses

    @ManagementCourses

    6 ай бұрын

    Thank you!

  • @mlmisfraud305
    @mlmisfraud30511 күн бұрын

    There is a very well documented 99.7% Loss Rate in all MLMS.

  • @ManagementCourses

    @ManagementCourses

    11 күн бұрын

    This would not surprise me, but the key is in the definitions. Do you have a reference, so we can assess the data?

  • @mirofeller3314
    @mirofeller3314Ай бұрын

    Excellent video, thank you! However, I have a question regarding procurement and pricing: Does downline buy the products directly from upline or rather from multi-level organization? If they buy from upline, prices must increase with every level down the structure to earn some margin. That‘s my understanding, or am I missing something?

  • @ManagementCourses

    @ManagementCourses

    Ай бұрын

    I don't know for sure, but my expectation is that the downline will sometimes buy directly from their upline, and sometimes directly from the organization - which would then credit the upline agent. I suspect prices don't increase, and that the margins are built in. That's why MLM products are often (not always, I'm sure) overpriced for their quality point. But, I have never been tempted to join an MLM scheme (for reasons that I hope are obvious), so I can only speak from secondary research.

  • @mirofeller3314

    @mirofeller3314

    Ай бұрын

    @@ManagementCourses alright, that would make sense. Thank you!

  • @ManagementCourses

    @ManagementCourses

    Ай бұрын

    You're welcome!

  • @kamalprakash4743
    @kamalprakash4743 Жыл бұрын

    This was very helpful. Thank you

  • @ManagementCourses

    @ManagementCourses

    Жыл бұрын

    So glad!

  • @alinuromer5876
    @alinuromer58765 ай бұрын

    Great

  • @ManagementCourses

    @ManagementCourses

    5 ай бұрын

    Thank you.

  • @rachelsanders2314
    @rachelsanders2314 Жыл бұрын

    Excellent commentary!

  • @ManagementCourses

    @ManagementCourses

    Жыл бұрын

    Thank you.

  • @TeamBreakoutBusiness
    @TeamBreakoutBusiness3 ай бұрын

    When you are an employee doesn’t the employer benefit from the people they employ? Doesn’t The IRS make money off everyone who gets a paycheck?

  • @ManagementCourses

    @ManagementCourses

    3 ай бұрын

    Yes. And yes (if you're in the US). Employ: the exchange payment for labor. Taxation: imposing a charge for the services the state provides

  • @TeamBreakoutBusiness

    @TeamBreakoutBusiness

    2 ай бұрын

    @@ManagementCourses job equals slavery. You don’t own it, they can easily replace you, there’s no generational wealth 🙅🏽‍♀️ The IRS taxes employees the most since they are considered a liability instead of an asset to society. Most people suffer from neurotypical disorder which causes them to be committed to misunderstanding things they don’t understand. My company which is often misclassified as MLM has created the most 6 & 7 figure income earners out of any company in North America. I won’t say which company you can just google it💯

  • @_slowc
    @_slowc Жыл бұрын

    Great video, very helpful for a position I was interested in until they told me the real pay.

  • @ManagementCourses

    @ManagementCourses

    Жыл бұрын

    Glad it was helpful!

  • @DominicEze-fq1bx
    @DominicEze-fq1bx4 ай бұрын

    I like the introductory part but please research well sir. Don't give a cool business like this a bad name. It's only made for entrepreneurially minded individuals and not for those who see every ground as a comfortable ground you must work your business for it to grow.

  • @ManagementCourses

    @ManagementCourses

    4 ай бұрын

    It may be that some 'entrepreneurially minded individuals' can thrive, but only if they get in early. And too many people are gulled into losing a lot of money by unscrupulous MLM schemes. Often, they lose their money to the unscruplous entrepreneurs at the to of the MLM line.

  • @JosephJp-vk9bj
    @JosephJp-vk9bjАй бұрын

    Joseph JP open chapter

  • @ManagementCourses

    @ManagementCourses

    Ай бұрын

    Err?

  • @privateinvitationwholesale7931
    @privateinvitationwholesale79318 ай бұрын

    This information is partly true but "MOSTLY FALSE". Most Lies have some truth in it.

  • @ManagementCourses

    @ManagementCourses

    8 ай бұрын

    You say potayto - I say potahto. It is carefully researched to explain how MLM works. I suspect you have an upline dog in this race.