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Question 1:
(a). Elaborate using examples, two advantages the internet provides to direct marketers.
(b). Apart from online marketing as a form of direct marketing, describe six other forms marketing which can be used in dealing with consumers.
Question 2:
(i). Explain what you understand by marketing ethics?
(ii). Describe three illegal and three unethical issues related to direct marketing of Horlicks?
(iii). Describe four essential values related to Q(ii).
Question 3:
(i). Identify a direct marketing campaign and describe the steps in its planning.
(ii). What are the steps to be taken in the campaign management mentioned in Q((i)?
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Problem 1 (a) Describe the characteristics of Web sites in terms of: - Product oriented characteristics - Corporate oriented characteristics (b) Describe the role of the
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2 calculations
MARKETING AND CUSTOMER VALUE Creating and delivering better customer value is the only route by which firms implement the marketing concept. Customer satisfaction is the centra
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