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.The 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 technology allows for the development of customer profiles, which is a key aspect of relationship marketing. This enables arts groups to tailor their sales messages to specific individuals based on their interests and past behaviors.

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