Marketing: The Core 4th Edition by Roger Kerin, Steven Hartley, William Rudelius, Erin Steffes

Exercise 14

BMW recently introduced its first sport activity vehicle, the X6, to compete with other popular crossover vehicles such as the Mercedes-Benz R-class and Buick's Enclave. Design a direct marketing program to generate (a) leads, (b) traffic in dealerships, and (c) direct orders.