While a direct marketer's overall response rate is good,its average purchase amount per catalog is below average.Most of its orders were placed by phone.The direct marketer should ________.
A) train its telephone-based personnel to cross-sell merchandise
B) utilize smaller catalogs for new contacts
C) utilize larger catalogs for regular customers
D) encourage customers to mail in their orders

Question

Quizplus · Accepted Answer

Training telephone personnel to cross-sell merchandise can increase the average purchase amount per catalog, as well as increase overall sales. Utilizing smaller catalogs for new contacts or larger catalogs for regular customers may have an impact on response rates but may not necessarily increase purchase amounts. Encouraging customers to mail in their orders may not necessarily address the issue of low average purchase amounts per catalog.

While a Direct Marketer's Overall Response Rate Is Good,its Average