1. The value of direct marketing can be described in terms of the responses it generates. List and discuss in detail the responses generated by direct marketing.
2. Which approach for determining a promotion budget takes into account what the company wants to accomplish? What advantages does this method offer that other methods do not?
3. Describe the nature of personal selling and the role of the sales force and discuss the seven steps in the selling process. What (in your opinion) are the two most difficult steps for most salespeople?
4. What are the major public policy and ethical issues in direct marketing? Discuss why consumers are concerned about them?
5. What is a free trade agreement (FTA)? What benefits and drawbacks do regional FTAs such as NAFTA offer to each of its member nations? Why have U.S. trade unions traditionally lobbied against FTAs? How do you feel about them?
6. Coca-Cola is sold worldwide. In some countries, Coca-Cola owns the bottling facilities; in others, it has signed contracts with licensees or relies on joint ventures. When selecting a licensee in each country, what factors should Coca-Cola consider?
7. Here you may discuss with your classmates whatever you found most interesting in this week's chapter(s).