In Direct Marketing Situations, When It Is Necessary to Screen

question 33

Multiple Choice

In direct marketing situations, when it is necessary to screen or qualify potential buyers, it is advisable to use:

• A) the one-step approach
• B) Canada Post's data on direct marketing purchasers
• C) direct mail rather than telemarketing
• D) the two-step approach

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Definitions:

Executives

Senior-level employees responsible for making strategic decisions in an organization.

Cool-Hunting

The practice of tracking and predicting new trends and innovations in various industries, often within popular culture, technology, and fashion.

Judgment-Based Forecasting

A forecasting method that relies on intuitive judgments, opinions, and subjective probability estimates rather than mathematical models.

Contemporary Culture

The modern set of ideas, values, trends, and technologies shaping society's current attitudes and behaviors.