ValueNet Corporation Sells Electronic Learning Devices, Consumer Electronics Products, and Collectibles

question 80

Short Answer

ValueNet Corporation sells electronic learning devices, consumer electronics products, and collectibles directly to consumers using a team of telemarketers. The aggressive cold calling tactics recently boomeranged when the company became the target of irritated consumers and consumer activist groups who flooded ValueNet's phone system with return calls and messages. Management is planning to reduce the reliance on outbound calling and use other approaches like direct-response television (infomercials).
Which of the following, if true, would weaken the argument for shifting to direct-response television marketing?
Most customers perceive infomercial sales tactics to be loud, aggressive, and questionable.
Some companies have found it difficult to adopt a direct-response television strategy.
Consumer behavior is highly dependent on the state of the economy.
New forms of direct marketing channels such as podcasting and iTV are experiencing exciting growth.
ValueNet's products could successfully be sold using multiple direct marketing methods.

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Definitions:

Validity

The extent to which a concept, conclusion, or measurement is well-founded and likely corresponds accurately to the real world.

School Achievement

The level of academic success or performance of a student in a formal educational setting.

Career Attainment

The process of achieving success and advancement in one's professional life.

Conventional Moral Reasoning

A stage of moral development where individuals make decisions based on social norms and the expectations of others, typically occurring during adolescence.