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)end-use segmentation
C)organization marketing
D)relationship marketing

Question

Quizplus · Accepted Answer

Fiona's plan to collect customer information on their purchase decision making factors, post-purchase evaluations, and future expectations for service suggests that she is adopting a relationship marketing approach. Relationship marketing is a strategy that focuses on building long-term relationships with customers by gathering information about their needs and preferences, and using this information to provide personalized service and develop customized products. The use of the company website and interactive electronic commerce for this purpose is a characteristic feature of relationship marketing.

Fiona Has Initiated a Project to Establish a Company Website