In the nonprofit world of the performing arts,box office technology has essentially remained the same since the 1980s.A company called Tessitura is trying to change that.Tessitura is able to track every transaction with its patrons in one database.This information collected includes ticket purchases,fund-raising,volunteering,and gift shop purchases that will help symphonies,operas,and theaters develop customer profiles in order to tailor their sales messages to specific individuals.In other words,Tessitura will allow arts groups to engage in
A)market aggregation.
B)relationship marketing.
C)societal marketing.
D)market mining.
E)mainstream marketing.

Question

Quizplus · Accepted Answer

Tessitura's ability to gather and organize data on individual patrons allows arts groups to engage in relationship marketing, where they tailor messages and offerings to meet the needs and interests of specific individuals. This is different from market aggregation, which involves targeting broader demographic groups, and societal marketing, which involves promoting social issues and causes. Market mining and mainstream marketing are not concepts relevant to Tessitura's capabilities.

In the Nonprofit World of the Performing Arts,box Office Technology