Adams Cutlery Has Always Relied Upon Advertising to Market Its

Adams Cutlery has always relied upon advertising to market its products to final customers.However,the marketing team at Adams Cutlery now wants to begin a direct marketing campaign consisting of a company Web site,e- mails to current customers,and an online catalog.Which of the following would the marketing team expect to gain as a result of implementing this direct marketing plan?

A) more control over customers' interactions with the company
B) a wealth of information about competitors and their products
C) the ability to increase the range of products the company offers
D) the ability to learn more about their customers and tailor offerings to fit their needs
E) a higher cost- per- contact that could prove to be more cost effective than advertising in mass media