Most direct response segmentation is based on the RFM method which takes into account the reach, frequency, and __________ characteristics of current customers.
A)Media
B)Monetary
C)Multimedia
D)Mass media
E)None of the above

Question

Quizplus · Accepted Answer

The RFM method takes into account the monetary characteristics of current customers, which includes their past purchase amounts and the frequency of those purchases. Reach and frequency are not specific to monetary value and multimedia or mass media are not relevant in this context.

Most Direct Response Segmentation Is Based on the RFM Method