Direct marketers have identified the three criteria of RFM to predict who is most likely to repurchase. RFM stands for ________.
A)reach, frequency, and monetary
B)reach, financial, and media
C)recency, financial, and media
D)recency, frequency, and media
E)recency, frequency, and monetary

Question

Quizplus · Accepted Answer

RFM stands for recency, frequency, and monetary, which are the three criteria used by direct marketers to predict who is most likely to repurchase. Recency refers to the amount of time since a customer's last purchase, frequency refers to the number of purchases a customer has made, and monetary refers to the amount of money a customer has spent on purchases. By analyzing these three factors, direct marketers can identify and target their best customers for future sales and promotions.

Direct Marketers Have Identified the Three Criteria of RFM to Predict