Clinique Cosmetics has a database of more than 600,000 people who registered on its website by providing selected personal information.The registration process requested that customers fill out a brief survey and check a box that allows Clinique to send them product updates via e-mail.When Clinique introduced its Anti-Aging Serum,it sent e-mails to all women over 35 who had listed that they were worried about wrinkles.Eight percent of the women who received the e-mail purchased the new product.Clinique used __________ to introduce its new product.
A) opt-out marketing
B) personalization
C) viral marketing
D) buzz marketing
E) permission marketing

Question

Quizplus · Accepted Answer

Clinique used permission marketing, which involves obtaining consent from customers to receive marketing communications. This was evident in the registration process where customers were asked to check a box to receive product updates via email. Sending emails to only those who indicated concern about wrinkles, and therefore likely to be interested in an Anti-Aging Serum, is an example of targeted permission marketing. The 8% purchase rate suggests that this strategy was effective.

Clinique Cosmetics Has a Database of More Than 600,000 People