ITPEC IP April 2020 Question 81

One-to-one marketing — analysing the needs of each individual and offering products and services that fit that person.

One-to-one marketing treats each customer as a market of one. Using purchase histories, preferences and past contacts, usually held in a CRM system, the company tailors its products, recommendations and messages to the individual. It aims at a long-term relationship and a larger share of that customer's spending rather than a larger share of the whole market.

Answer (d)

Why not others:

• •(a) — social marketing applies marketing techniques to causes that benefit society, such as health or environmental campaigns, or builds social responsibility into a company's marketing
• •(b) — telemarketing is selling or promoting by telephone; it names a channel, not the analysis of each person's needs
• •(c) — mass marketing sends the same product and message to the whole market, the opposite approach

Key rule: Mass marketing aims one offer at everyone; one-to-one marketing tailors the offer to each customer and grows the relationship with that customer.

Business Strategy Management · AI-written, may contain errors