Marketing 13th Edition by Gary Armstrong, Philip Kotler

Exercise 14

You've probably heard of Nutrisystem, a company that produced $800 million in revenues last year by selling weight-loss products. What started as a small effort based on an e-commerce marketing plan has evolved into a multipronged marketing campaign that not only has expanded the business but also provides substantial return-on-investment potential. The key to Nutrisystem's efforts is its direct-to-consumer platform. Using various advertising outlets, from magazines to television, Nutrisystem's promotions all have one thing in common-they let customers make direct contact with the com-pany. Inserting a unique URL or 800 number in every ad also lets Nutrisystem track the success of each and every effort.
After viewing the video featuring Nutrisystem, answer the following questions:
In addition to its direct-to-consumer distribution and promotional efforts, what is essential to the success of Nutrisystem?