問12
頻出度★★★
顧客に対する販売手法のうち, クロスセリングの事例として, 適切なものはどれか。
平成24年度 春期 ITパスポート試験 問12
ストラテジ系経営戦略マネジメント › マーケティング
This question's explanation and your answers so far.
解説
問 12
Incorrectア
Recommending business class to a customer who is asking for economy class urges that customer to move up to a higher grade of one and the same product, an airline ticket. The number of items stays at one and no product from a different category is added, so this is up-selling rather than cross-selling.
Incorrectイ
Recommending that a customer who came in for an inspection switch to a new type of car urges the customer to replace the car currently in use with a higher-grade, newer one, which counts as up-selling. The decisive point is that it does not take the form of having the customer additionally buy products from other categories that go with the car (a car navigation system, tires, optional car insurance and so on), so it cannot be called cross-selling.
Incorrectウ
Recommending a single-lens reflex camera to a customer who is looking for a compact camera urges the customer to switch to a higher-grade, more capable model within the same category of cameras, so this too is up-selling. The customer still ends up buying just one camera and no product is added. Incidentally, if a customer buying an SLR were also recommended interchangeable lenses or a camera bag, that would be cross-selling.
- エ
正解 The correct answer is エ. Cross-selling is a sales technique in which a customer who is buying (or has bought) one product is additionally recommended another, related product that is used together with it, thereby raising the number of items and the total amount (the average spend per customer) in a single transaction. In エ, a customer who has bought skis is recommended ski wear. Skis and ski wear are not products that replace each other; they belong to different categories, complement each other, and are used as a set. So if the recommendation succeeds, the customer buys both the skis and the wear, which is exactly the pattern of selling related products together that defines cross-selling. Selling related books together in a bookstore, recommending a drink or fries with a hamburger, and recommending a printer or security software to someone buying a PC are all the same pattern.
ここがポイント
- Cross-selling = additionally recommending a related product from a different category alongside what the customer is buying, so as to raise the number of items and the average spend per customer (skis to ski wear, hamburger to drink). The decisive test is that products are added rather than replaced.
- Up-selling = recommending a switch to a higher-grade, more capable product within the same category, so as to raise the unit price per item (economy class to business class, compact camera to SLR). The IT Passport exam presents these two terms as a contrasting pair, so train yourself to tell them apart mechanically by asking whether something is added (cross) or upgraded (up).
用語