Direct responses

Article Abstract:

Direct Marketing Association's new president H. Robert Wientzen sees the role of the organization as one of helping to guide direct marketing into its future. Wientzen sees customers' interests and desires as becoming more important. Marketers must listen carefully to their customers to hear what they do not want as well as what they want. The Internet and other electronic marketing devices have expanded marketing opportunities for marketing managers.

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Throwing in the trowel? Baby boomers don't seem to be growing the market for gardening products

Article Abstract:

Participation in gardening and lawn care activities has decreased in the 1990-96 period, and the reasons for this decline are unclear. The gardening industry can encourage a recovery, however, by changing its advertising. Ads for lawn and garden supplies should emphasize what poll respondents perceive as the positive rewards of gardening and lawn care. Those rewards include being outdoors, getting exercise, and relaxing.

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A page too far: a consumer tragedy in three acts

Article Abstract:

A scenario in which an online shopper cancels a purchase made at a World Wide Web site illustrates the necessity of furnishing adequate guidelines for ordering. The fictional consumer rescinded her order because of incomplete information about delivery time. For any direct marketing approach, a company should have an uninformed observer evaluate the mailed materials, telemarketing pitch or electronic presentation.

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