Chapter Questions
Identify the key success factors underpinning the 2011 Census campaign featured in the minicase opening this chapter.
Explain the different levels of direct marketing, highlighting the key differences.
Write brief notes explaining the reasons why usage of direct marketing has grown in recent years.
Why does direct mail continue to have a strong role to play in the direct marketing activities for many organisations?
Why might permission marketing be seen as an unnecessary cost and an infringement of civil liberties?
Which industries might use personal selling as a primary element of their marketing communication mix?
What are the different types of personal selling and what are the tasks that salespeople are normally expected to accomplish?
Describe the role of personal selling and highlight its main strengths and weaknesses.
Identify the main difference between house or major accounts, key accounts and global account management.
Explain the concept of key account relationship cycles using the McDonald (2000) framework.