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

question 83

Multiple Choice

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?

• A) Most customers perceive infomercial sales tactics to be loud, aggressive, and questionable.
• B) Some companies have found it difficult to adopt a direct-response television strategy.
• C) Consumer behaviour is highly dependent on the state of the economy.
• D) New forms of direct marketing channels such as podcasting and iTV are experiencing exciting growth.
• E) ValueNet's products could successfully be sold using multiple direct marketing methods.

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