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Data Appending Although the Life-Begins-at-50 cluster exhibited the second highest propensity to buy clothing from catalogs, their purchases tend to be concentrated on a much narrower range of merchandise than the Mailbox Gourmets. Research should be used, therefore, to develop creative messages that motivate this cluster to try products they have not purchased by mail before, and to select the merchandise with the highest propensity to generate trial.

The underperformance by the Young Turks represents a major lost opportunity to clothing catalog marketers, particularly in terms of an extremely high net present value. Research could help by directing catalog marketers on the best ways of communicating with and reassuring them about the key issues of styling and fit.

Although the Kitchen Patriots and Above It Alls do not represent a major opportunity for direct mail clothing sales, they should not be summarily dismissed by direct marketers. Since direct mail, particularly catalogs, are used by both of these groups as reference materials for retail shopping, direct marketing can be used effectively among both groups as a targeted advertising vehicle to increase retail traffic Data Appending

Direct Marketing Research for Business-to-Business applications. Many people ask whether the principles of marketing and research are the same for business-to-business products and services as they are for consumer products and services. After all, this line of reasoning goes, the people making purchases for businesses are the same consumers who buy television sets, automobiles, and toothpaste, aren't they? The answer is, "Not exactly."

When John Q. Consumer begins buying products for a business, the situation becomes much more complicated than it is for consumer products. In a business environment, he is part of a much larger, more complex institutional hierarchy. Thus responsibility for the purchase decision, as well as the ultimate consumption of the products or services, is a much more involved process.

Roughly understanding each level of prospect audience being targeted. You can readily see why the odds of success are so often slight. How can marketing research raise the odds of obtaining the highest-propensity prospects? Let's review a couple of examples as indicated on the left notes column of this page.

Business-to-business house files can be matched against a national database of businesses such as Dun & Bradstreet.