ITPEC IP April 2023 Question 83
ITPEC IP April 2023 — Question 83 of 100
One-to-one marketing analyzes each individual customer's characteristics and needs, then tailors products, services, offers, or communications accordingly. Customer histories and preferences can be used to build a continuing personalized relationship instead of treating the whole market as a single group.
Answer (d)
Why not others:
- (a) Social marketing applies marketing ideas to encourage behavior that benefits society
- (b) Telemarketing uses telephone communication as a sales or promotion channel
- (c) Mass marketing offers essentially the same product and message to a broad market
Key rule: One-to-one marketing optimizes for the individual customer; mass marketing optimizes one common offering for a large audience.
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