What factors explain the tremendous growth of direct marketing in recent years?
What will be an ideal response?
Direct marketing efforts are always aimed at stimulating some action or response on the part of the customer or prospect. Because these responses can be measured, direct marketing is accountable. And that, more than any other reason, accounts for the tremendous growth of direct marketing in recent years. Managers like it because they can see what they got for their money. Another reason is that over 50 percent of American women now work full- or part-time. So while families have more income, they have less time to spend shopping, thus making the convenience of telephones and the Internet an important factor in direct marketing. The expanding use of credit cards and online shopping have also made it easier and faster to purchase goods and services.
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