In the performing arts world, box office technology has remained virtually unchanged since the 1980s. Tessitura is trying to change that by tracking every patron transaction, including ticket purchases, fund-raising, volunteering, and gift shop purchases, in one database. The information can help symphonies, operas, and theaters develop customer profiles to tailor sales messages to specific individuals. 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 technology allows arts groups to collect and analyze customer data, which is a key aspect of relationship marketing. This approach emphasizes building long-term relationships with customers by understanding their unique needs and preferences and tailoring marketing messages to address them.

In the Performing Arts World, Box Office Technology Has Remained