A Major Public Policy and Ethical Issue Related to Direct

question 19

Multiple Choice

A major public policy and ethical issue related to direct marketing is:

• A) privacy.
• B) fraud.
• C) deception.
• D) irritation and unfairness.
• E) none of the above

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Definitions:

Reseller

Marketing intermediary that resells manufactured products without significantly altering their form.

Buying Center

The group of people typically responsible for the buying decisions in large organizations.

New Buy

In a B2B setting, a purchase of a good or service for the first time; the buying decision is likely to be quite involved because the buyer or the buying organization does not have any experience with the item.

Straight Rebuy

Refers to when the buyer or buying organization simply buys additional units of products that have previously been purchased.