With direct-response promotion, customers provide feedback to marketing communications. How can a marketing manager use this feedback to improve the effectiveness of the overall promotion blend?
Answer to relevant QuestionsHow can a promotion manager target a message to a certain target market with electronic media (like the Internet) when the customer initiates the communication? Give an example. Cite an actual local example of each of the three kinds of sales presentations discussed in the chapter. Explain for each situation whether a different type of presentation would have been better. Discuss the future of the specialty shop if producers place greater emphasis on mass selling because of the inadequacy of retail order-taking. Does advertising cost too much? How can this be measured? Why wouldn’t a producer of toothpaste just lower the price of its product rather than offer consumers a priceoff coupon?
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