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Alice Smith, Marketing Director for an on-line men's fashion store, just completed a direct mail test for a new line of men's sports jackets. The profit on each jacket sold was $50. The marketing mailing cost was $3 each. The chart below shows the top seven cells with the best response rates. If Alice mailed only those cells that were above the Break-Even Response Rate (BERR), what would the average response rate be? Response Rates - Top 7 Cells Number Number of Response Buyers Mailed Rate 100 10 10.00% 240 15 6.25% 300 14 4.67% 228 12 5.26% 4.29% 326 209 14 10 4.78% 99 4 4.04%

Alice Smith, Marketing Director for an on-line men's fashion store, just completed a direct mail test for a new line of men's sports jackets. The profit on each jacket sold was $50. The marketing mailing cost was $3 each. The chart below shows the top seven cells with the best response rates. If Alice mailed only those cells that were above the Break-Even Response Rate (BERR), what would the average response rate be? Response Rates - Top 7 Cells Number Number of Response Buyers Mailed Rate 100 10 10.00% 240 15 6.25% 300 14 4.67% 228 12 5.26% 4.29% 326 209 14 10 4.78% 99 4 4.04%

Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Alice Smith, Marketing Director for an on-line men's fashion store, just completed a direct mail test for a new line of men's sports jackets. The profit on each jacket sold was $50. The marketing mailing cost was $3 each. The chart below shows the top seven cells with the best response rates. If Alice mailed only those cells that were above the Break-Even Response Rate (BERR), what would the average response rate be? Response Rates - Top 7 Cells Number Number of Response Mailed Buyers Rate 100 10 10.00% 240 15 6.25% 300 14 4.67% 228 12 5.26% 326 14 4.29% 209 10 4.78% 99 4 4.04%
Transcribed Image Text:Alice Smith, Marketing Director for an on-line men's fashion store, just completed a direct mail test for a new line of men's sports jackets. The profit on each jacket sold was $50. The marketing mailing cost was $3 each. The chart below shows the top seven cells with the best response rates. If Alice mailed only those cells that were above the Break-Even Response Rate (BERR), what would the average response rate be? Response Rates - Top 7 Cells Number Number of Response Mailed Buyers Rate 100 10 10.00% 240 15 6.25% 300 14 4.67% 228 12 5.26% 326 14 4.29% 209 10 4.78% 99 4 4.04%
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