DBS Bank is launching a new investment product targeting senior citizens in Asia. The company decides to use direct marketing for selling the product. What direct marketing strategy would allow the company early testing and response measurement of the product?Provide the advantages and disadvantages of direct marketing in the context of the banking and financial industry. Answer your question in 300 words and use at least two (2) references to support your discussion.

Direct marketing is done by contacting the target directly through email, telephone, catalog, or…

Answered: DBS Bank is launching a new investment…

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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DBS Bank is launching a new investment product targeting senior citizens in Asia. The company decides to use direct marketing for selling the product.

What direct marketing strategy would allow the company early testing and response measurement of the product?
Provide the advantages and disadvantages of direct marketing in the context of the banking and financial industry.

Answer your question in 300 words and use at least two (2) references to support your discussion.

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