Adams Cutlery Has Always Relied Upon Advertising to Market Its

Multiple Choice

Adams Cutlery has always relied upon advertising to market its products to final customers.However,the marketing team at Adams Cutlery now wants to begin a direct-marketing campaign consisting of a company website,emails to current customers,and an online catalog.Which of the following would the marketing team expect to gain as a result of implementing this direct marketing plan?

A) the ability to increase the range of products the company offers
B) a wealth of information about competitors and their products
C) more control over customers' interactions with the company
D) the ability to learn more about their customers and tailor offerings to fit their needs
E) a higher cost-per-contact that could prove to be more cost effective than advertising in mass media