Riverdale Inc

question 179

Multiple Choice

Riverdale Inc. is a multiplatform retailer that does business primarily through direct mail marketing. The company sells approximately 400 products including statues, die-cast vehicles, T-shirts, posters and lithographs, plush toys, and household decorative items. Riverdale management is exploring ways of improving its direct marketing mechanism. One manager argues that Riverdale's corporate image will suffer if customers receive too many emails about its different services and offerings. Which of the following, if true, is the most effective counterargument?

• A) Customers can report the emails as spam and ensure that they do not receive these service mails in their inboxes in the future.
• B) Research shows that customers who opt to receive marketing emails rarely complain, even if they are not happy about them.
• C) This is a problem that affects all email marketers, not Riverdale alone.
• D) Customers can use a ready menu of email selections to opt in and receive only the marketing product information they are interested in.
• E) The cost of email marketing is lower than public service advertising.

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