Question: Question 2 ( 10 marks) DBS B ank is launching a new investment product targeting senior citizens in Asia. The company decides to use direct

Question 2(10 marks)

DBS Bank is launching a new investment product targeting senior citizens in Asia. The company decides to use direct marketing for selling the product.

1. What direct marketing strategy would allow the company early testing and response measurement of the product?

2. Provide the advantages and disadvantages of direct marketing in the context of the banking and financial industry.

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