問3
頻出度★★★
インターネットショッピングにおいて, 個人がアクセスしたWebページの閲覧履歴や商品の購入履歴を分析し, 関心のありそうな情報を表示して別商品の購入を促すマーケティング手法はどれか。
平成28年度 春期 ITパスポート試験 問3
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 3
Incorrectア
Affiliate advertising is a scheme in which ads (links) are placed on a website or blog, and when a product is purchased through that link, a performance-based reward is paid to the person who posted it. It is not a technique that analyzes an individual's history to present products matching their interests, so it is incorrect.
Incorrectイ
An auction is a form of transaction in which prospective buyers compete on price for a listed item, and the one who offers the highest amount wins the bid. It has nothing to do with presenting information based on history analysis, so it is incorrect.
Incorrectウ
Flash marketing is a sales technique that offers favorable conditions such as discounts for a limited time and in limited quantities, gathering a large number of buyers in a short period. It does not analyze each individual's history to recommend products matching their interests, so it is incorrect.
- エ
正解 Option エ, Recommendation, is correct. Recommendation is a technique that analyzes behavioral data such as a user's browsing history and purchase history, and automatically presents products or information the person is likely to be interested in. It matches exactly the wording in the question: analyzing browsing history and purchase history, then displaying information likely to interest the user in order to encourage the purchase of other products. A typical example is the display often seen in online shopping, such as “customers who bought this item also bought these items,” which is used to promote cross-selling.
ここがポイント
- Recommendation: a technique that analyzes behavioral data such as a user's browsing and purchase history, individually presents products and information likely to interest them, and thereby promotes cross-selling.
- The point being tested is distinguishing it from other easily confused marketing terms (affiliate advertising = performance-based advertising, flash marketing = limited-time, limited-quantity promotion).
用語