Sparkle Jewelers is a manufacturer of fine jewelry that is expanding its use of direct marketing. Management has narrowed the options down to two, but has not decided whether to use ____ where it would mail potential customers brochures featuring the company's entire product line or _____ where it would feature a handful of products on QVC or the Home Shopping Network.

Question

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The options given are catalog marketing and television home shopping. Since the company's product line is fine jewelry, which is often better appreciated visually, it makes sense to choose television home shopping so potential customers can see the products being showcased. Catalog marketing may not be as effective in this case since customers may want to see the jewelry in person or get a closer look before making a purchase. Therefore, the best choice is C, catalog marketing and television home shopping.

Sparkle Jewelers Is a Manufacturer of Fine Jewelry That Is