Switch to general advertising to sell his products

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Euli Chaves wants to sell difficult-to-find Brazilian grocery items to U.S. buyers via a mailed catalog. He has been informed that a 2-percent response rate to direct mail is considered good, but he needs at least a 4-percent response rate (to make a purchase) in order to earn the profit margin he seeks. Is a 4-percent response rate achievable, or should he forget direct mail and switch to general advertising to sell his products?

Reference no: EM131441202

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