Question 1:

(a) Discuss any five factors that need to be considered when drafting an offer.

(b) Once the offer has been drafted, what could be done to make that offer more appealing?

Question 2:

(a) Discuss why a consumer direct marketing firm should evaluate the cultural factors before entering an international market.

(b) Outline the importance of customer equity and explain how a direct marketing firm can differentiate its customers according to its profit
goals.

Question 3:

(a) Briefly describe the relevance of ethics and law in Direct marketing.

(b) Differentiate between consumer direct marketing and business- to business direct marketing.