In Direct Marketing Situations, When It Is Necessary to Screen

question 80

Multiple Choice

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

• A)the two-step approach.
• B)the one-step approach.
• C)direct mail rather than telemarketing.
• D)direct-response television.
• E)SMRB's data on direct marketing purchasers.

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Definitions:

Global Environment

The international context within which organizations operate, influenced by economic, social, technological, and political factors across borders.

Divisional Structure

A structure that organizes a company by units according to the products they make, the customer segments they serve, or the geographic location in which they operate.

Functional Structure

A structure that organizes a company into units identified by their functional roles, or what they do.

Meganational Companies

Companies that operate on a global scale, extending their products, operations, and marketing strategies across multiple countries.