問32
頻出度★★★
データベース化された顧客情報を活用し, 優良顧客を抽出する方法として, 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32
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 32
Incorrectア
“3C analysis” is a framework for grasping the business environment from three perspectives: Customer (the market and customers), Competitor, and Company (one’s own company). It is used to formulate business and marketing strategies, and is not a method for ranking individual customers to identify valuable customers.
- イ
正解 Choice イ, “RFM analysis,” is correct. RFM refers to three indicators: Recency (the number of days since the last purchase＝how recently the customer bought), Frequency (purchase frequency over a given period＝how often the customer buys), and Monetary (purchase amount＝how much the customer spends). By aggregating these three indicators from the customer purchase history stored in the database and ranking customers by the score of each indicator, you can identify the “valuable customers (loyal customers)” who buy recently, frequently, and in large amounts. It is a customer analysis method that directly matches the question’s goal of utilizing customer information organized into a database to identify valuable customers.
Incorrectウ
“SWOT analysis” is a method that uses four categories — Strengths, Weaknesses, Opportunities, and Threats — to organize a company’s internal and external environments and examine its management strategy. It is not used to select valuable customers from a customer database.
Incorrectエ
“Value chain analysis” is a method that breaks a company’s business activities down into primary activities and support activities, analyzing where and how much added value is created at each stage and where the sources of competitive advantage lie. Its purpose is not to identify or classify customers.
ここがポイント
- RFM analysis is a customer analysis method that ranks customers by three indicators — Recency (date of last purchase), Frequency (purchase frequency), and Monetary (purchase amount) — to identify valuable customers.
- 3C analysis, SWOT analysis, and value chain analysis are all management-strategy frameworks for analyzing the business environment or competitive advantage; they are distinguished by the fact that they are not used to identify or classify individual customers.
用語