問29
頻出度★★★
一人一人のニーズを把握し, それを充足する製品やサービスを提供しようとする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29
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 29
Incorrectア
Social marketing is a marketing concept that, in corporate activities, emphasizes not only customer satisfaction but also the benefit and welfare of society as a whole and consideration for the environment. It does not focus primarily on addressing the individual needs of each customer, so it is incorrect.
Incorrectイ
Telemarketing is a method of introducing and selling products and handling customer service using communication means such as the telephone. It is a concept that refers to the “means” of contact, which differs from the question's intent of grasping each individual customer's needs and responding to them individually, so it is incorrect.
Incorrectウ
Mass marketing is a method that, without segmenting the market, mass-produces, mass-promotes, and mass-sells the same product to an unspecified large number of customers. It is the exact opposite of one-to-one marketing, which tailors to individual needs, so it is incorrect.
- エ
正解 The correct answer is エ, “One-to-one marketing.” This is a method that identifies each customer individually, grasps their needs from their personal preferences and purchase history, and offers products, services, and proposals tailored to each individual customer. It fully matches the question's statement of “grasping the needs of each individual and providing products or services that satisfy those needs.” Its essence is that, rather than lumping an unspecified crowd together, it builds a one-to-one relationship with each customer to raise satisfaction and sustain an ongoing relationship.
ここがポイント
- One-to-one marketing = a method that identifies customers individually and responds to each person according to their needs. It sits at the opposite pole from mass marketing (treating everyone uniformly).
- Distinguish similar terms: mass (an unspecified crowd treated uniformly) / segment (grouped by attributes) / one-to-one (per individual customer), memorized in order of increasingly fine customer granularity.
用語