MINI-CASE
Solumbria, a company that sells medically recommended sun protective clothing, has ads in several different magazines that give consumers information about their products. The headline says "Serious Sun Protection" surprinted over a man and a woman dressed head to toe in the protective clothing. The body copy then goes on to tout the benefits of sun protection, their clothing, and how dermatologists have recommended Solumbria for their patients. The last paragraph of the copy says "For a FREE catalog of Solumbria hats, shirts, pants and accessories for men, women and children, call Sun Precautions: 1-800-882-7860." The ad also provides a web address.
-Refer to Mini-Case. Once a consumer calls the phone number or visits the web site, he or she can purchase products by phone, mail, or the Internet. Which step of the direct marketing process gets the product to the customer who ordered it?

Question

Quizplus · Accepted Answer

Fulfillment is the step in the direct marketing process that involves getting the product to the customer who ordered it, after they have responded to the marketing communication by calling the phone number or visiting the website.

MINI-CASE Solumbria, a Company That Sells Medically Recommended Sun Protective Clothing