Scenario 10-6 Jostens Manufactures Products for High Schools and Colleges That Serve

Scenario 10-6
Jostens manufactures products for high schools and colleges that serve as memories for students and their loved ones. These products include yearbooks, class rings, graduation announcements, and several other related items. Traditionally, these products have been sold by Jostens sales representatives into individual schools. Recently, the company has decided to develop a marketing database of the names of students and parents in key school districts and at certain colleges and universities. The databases begin with basic demographic information, including names of younger siblings, that is sold to Jostens by school district offices and college admissions offices. With this information, Jostens hopes to begin a direct marketing effort whereby students and their parents receive marketing materials at their homes direct from the company.
-(Scenario 10-6) In making the decision to engage in direct marketing efforts for its products, Jostens compared the cost of using salespeople to the cost of using direct marketing against the number of responses generated by each. Which of the following best describes the cost measurement tool used by Jostens?

A) cost per contact
B) cost per rating point
C) cost per inquiry
D) cost per thousand