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The Art of the Questionnaire By Alan Rosenspan YOU'RE ABOUT TO THROW AWAY a direct mail package, and you suddenly realize, "Wait a minute! There's a real dollar bill stuck in here!" So you continue reading and find out it's a questionnaire and the company sending it is offering you a small reward to "thank you in advance" for filling it out. What do you do now? Do you answer all the questions honestly and completely, because after all, the company paid for your opinion? Or do you quietly pocket the bill, delight in the fact that you just got something for nothing,

by Alan Weber Business-to-business marketing and business-to-consumer marketing are very different. Communications are different, databases are different and sales methods are different. Most companies consider themselves to be one or the other. But the division between the two markets isn't absolute. Many consumer marketers also sell to businesses, whether they recognize it or not. It is not uncommon to begin a marketing database analysis comparing consumers based on demographic data, and find the biggest customers aren't private consumers at all. In most cases where a company sells to both, the database, communication efforts and selling efforts are geared toward consumers. This often means the

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