問5
頻出度★★☆
CRMの前提となっている考え方として, 最も適切なものはどれか。
平成28年度 秋期 ITパスポート試験 問5
ストラテジ系経営戦略マネジメント › 経営管理システム
This question's explanation and your answers so far.
解説
問 5
Incorrectア
Entering a field with little competition ahead of other companies is the idea of “market and competitive positioning,” such as first-mover advantage or the blue ocean strategy, not the premise of CRM, which centers on building relationships with customers.
- イ
正解 CRM (Customer Relationship Management) is a management approach that keeps the relationship with each individual customer good over the long term, raising satisfaction and trust to encourage repeat purchases and the growth of loyal customers, and thereby generating profit. Its underlying premise is therefore that “building and maintaining good relationships with customers becomes the source of profit,” which makes choice イ the most appropriate. Placing more importance on retaining and nurturing existing customers than on acquiring new ones is the core of CRM.
Incorrectウ
Shortening the product life cycle is an idea about shortening the product development cycle and the speed of technological innovation, and is unrelated to the premise of CRM. CRM regards the relationship with customers, not products, as the source of profit.
Incorrectエ
Acquiring a large share in a specific market is a mass-marketing idea that emphasizes market share. CRM emphasizes the relationship with each individual customer and does not treat the size of the share itself as the source of profit, so the premise differs.
ここがポイント
- The purpose of CRM (Customer Relationship Management) is to build and maintain good relationships with customers and raise customer satisfaction and loyalty (continued use) so as to lead to profit.
- A feature of CRM is that, rather than acquiring new customers or expanding market share, it positions the retention and nurturing of existing customers (improving lifetime value, LTV) as the source of profit.
用語