In a brief essay, explain the major weaknesses of exclusively using a direct marketing strategy
What will be an ideal response?
Though direct marketing offers a high ROI, the cost per contact is higher than that of other media. Paper, printing, and postage make up most of the costs, a concern that can be addressed through Internet marketing. Another weakness is the low response rate. Though direct marketing targets consumers who are likely to be interested in a company's products, the response rate of direct marketing efforts is usually 5% or below. A third weakness is that direct marketing does not create a general brand awareness for consumers. If a consumer does not receive a direct marketing contact, he does not know about the product.
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A complete enumeration of the elements of a population or study objects is called a(n) ________
A) sample B) element C) census D) sampling unit E) count
The respondents' ability to remember an event is influenced by all of the following except________
A) the event itself B) the time elapsed since the event C) the presence or absence of events that would aid memory D) where you were when the event occurred
Interactional justice refers to ______.
a. whether or not the customer believes company procedures for handling service failures are fair b. an assessment by the customer of the fairness associated with whatever compensation he or she received to rectify a service failure c. the customer’s feeling of being treated with respect and courtesy and given the opportunity to express the complaint fully d. the guest’s satisfaction with the adequacy of the information and communication provided by the organization
What are the two sources of power?
What will be an ideal response?