Scenario 9-4
As flextime, consulting, telecommuting, and downsizing make it more difficult for people to donate blood at the workplace, Canadian Blood Services has launched a CRM marketing campaign in Toronto to boost awareness and repeat donations. Early in the campaign, it went to its listings of previous donors and pulled out those with birthdays in February, March, and April. These donors were sent a birthday card with the greeting, "On the anniversary of your life, would you consider saving another's life
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-Refer to the scenario. Why did the organization use CRM marketing?
A)to cross-sell other products
B)to design targeted marketing communications
C)to increase effectiveness of its distribution strategy
D)to define customer service

Question

Quizplus · Accepted Answer

The organization used CRM marketing to design targeted marketing communications to boost awareness and repeat donations, specifically targeting donors with birthdays in February, March, and April. The campaign was focused on promoting blood donation and not on cross-selling other products or defining customer service. Similarly, it did not focus on increasing the effectiveness of its distribution strategy. Therefore, option B is the best choice.

Scenario 9-4 As Flextime, Consulting, Telecommuting, and Downsizing Make It More Difficult