Which of the following is an important advantage of direct marketing?
A. Low cost
B. Ability to tailor messages to a specific audience
C. Fast response time between placing and shipping the order
D. Ability to use just-in-time inventory management
E. High rate of consumer acceptance
Answer: (B) One of the biggest advantages of direct marketing is that firms can tailor their campaign to fit the needs of individual customers (B) Low cost (A) is not necessarily a strong suit of direct marketing, although if done correctly, it is economical only because it is so targeted at specific customers. Both (C) and (D) are incorrect because fast response time cannot be taken for granted (C) and the ability to use J.I.T. is not contingent upon using direct marketing. (E) is incorrect since direct marketing has a low rate of consumer acceptance.