Fiona has initiated a project to establish a company website for interactive electronic commerce that encourages customers to provide the company with information on their purchase decision factors, post-purchase evaluations, lifestyles, and future expectations for service. Fiona plans to use the Internet for ______.
A) market segmentation
B) relationship marketing
C) organization marketing
D) end-use segmentation

Question

Quizplus · Accepted Answer

Fiona plans to use the company website for relationship marketing, which involves building long-term relationships with customers based on communication and understanding their needs and preferences. The website will encourage customers to provide information on their purchase decision factors, post-purchase evaluations, lifestyles, and future expectations for service. This information can be used to personalize the company's offerings and improve customer satisfaction and loyalty. Market segmentation (A) and end-use segmentation (D) are related to dividing the market into smaller groups with similar needs or characteristics. Organization marketing (C) involves promoting the company and its values to other organizations, such as suppliers or investors.

Fiona Has Initiated a Project to Establish a Company Website