During the ________ step of the direct-marketing process, the DMC campaign must communicate benefits to buyers by answering the enduring question: "What's in it for me?"
A)objectives/strategy
B)offer
C)response/order
D)fulfillment
E)relationship building

Question

Quizplus · Accepted Answer

The offer is the step in the direct-marketing process where benefits must be communicated to buyers by answering the question “What’s in it for me?” in order to entice them to respond to the campaign. The objectives/strategy step is where the overall goals and tactics for the campaign are established, response/order is when the actual purchase or response takes place, fulfillment is the delivery of the product or service, and relationship building is the ongoing communication with customers to maintain loyalty.

During the ________ Step of the Direct-Marketing Process, the DMC