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Question 1:
(a) Critically assess the usefulness of databases for a firm using multi-level direct marketing channels.
(b) Describe how a database enables a firm to identify its most profitable customers.
Question 2:
(a) What is the basic difference between consumer direct marketing and business to business direct marketing?
(b) Show the importance of the customer information center for a business to business direct marketing firm.
(c) Describe why a consumer direct marketing firm should evaluate the cultural factors before entering an international market.
Question 3:
(a) "Cultivating customers is more profitable than acquisition." Do you agree with this statement and why?
(b) Briefly explain the three types of lead generation programs.
(c) Illustrate how a direct marketer can generate leads through an offer.
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approches of test marketing in FMCG
Explain the Nature and Scope of Advertising. Nature and Scope of Advertising: • Paid form • Non-personal presentation and also Promotion. • Known sponsor • Anyo
The company 2TW manufactures and sells products overall Europe and is organised into dozens of strategic business units (SBUs). SBU managers, who report to regional directors, have
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customer mind is a black box dicuss
how the hotel industry use 7ps
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