問15
頻出度★★★
自社の商品やサービスの情報を主体的に収集する見込み客の獲得を目的に, 企業がSNSやブログ, 検索エンジンなどを利用して商品やサービスに関連する情報を発信する。このようにして獲得した見込み客を, 最終的に顧客に転換させることを目標とするマーケティング手法として, 最も適切なものはどれか。
令和元年度 秋期 ITパスポート試験 問15
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 15
Incorrectア
Outbound marketing is a method in which the company approaches prospective customers one-sidedly, such as through TV commercials, direct mail, or cold-call visits. It is a push type, the opposite of the pull type described in the stem where prospective customers actively gather information, so it is incorrect.
- イ
正解 イ is correct. Inbound marketing does not push sales onto customers one-sidedly from the company; instead, it publishes useful information through channels such as SNS, blogs, and search engines, naturally attracting prospective customers who actively search for and gather that information, and ultimately converting them into actual customers. The stem's descriptions of prospective customers who actively gather information, of being acquired through the company's information publishing, and of being converted into customers match this definition completely.
Incorrectウ
Direct marketing is a method that approaches individual customers directly through direct mail, email, catalogs, and the like, and measures their responses to make use of them next time. It differs from this question's method of publishing information on SNS and blogs to attract prospective customers, so it is incorrect.
Incorrectエ
Telemarketing is a method of contacting prospective customers and existing customers directly by telephone. Because the company approaches them by phone, it is a push type and does not fit this question's description of attracting prospective customers via SNS and search engines, so it is incorrect.
ここがポイント
- Inbound marketing = a pull-type method that publishes useful information to naturally attract prospective customers and convert them into customers (SNS, blogs, and SEO are typical means).
- Grasp it in contrast with outbound marketing (the company's one-sided sales-push type).
用語