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.