Jean-Paul's Cutlery has always relied upon advertising to market its products to final customers.However,the marketing team at Jean-Paul's Cutlery is now considering starting a direct marketing campaign consisting of a company Web site,e-mail 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) the ability to increase the range of products the company offers
B) the ability to learn more about their customers and tailor offerings to fit their needs
C) greater control over employee-management interactions within the company
D) a lower cost-per-contact than its advertising campaign using mass marketing strategies
E) a wealth of information about competitors and their products
Correct Answer:
Verified
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