The basic goal of one to one marketing is to a

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118. The basic goal of one-to-one marketing is to: a. increase the market for the product category to new and current customers b. eliminate the use of mass media for promotion and locate a direct communications chan- nel c. increase operating costs and locate new customers d. reduce the number of company employees and increase overall sales e. reduce costs through customer retention and increase revenue through customer loyalty ANS: E Loyal customers are less costly to maintain than acquiring new customers. PTS: 1 REF: 129 OBJ: 08-8 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Strategy 119. All of the following have been identified as trends that will lead to the continuing growth of one-to- one marketing EXCEPT: PTS: 1 REF: 129 OBJ: 08-8 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Strategy 120. The Ritz Carlton hotel chain is renowned for its service and individual treatment of its customers. All service staff and employees have note pads and are taught to record every little piece of information they learn about a customer. If a business traveler ordered soft pillows, only wanted martinis in his mini bar, and needed access to a fax machine, he would find all of these amenities in his room when he arrived. The Ritz Carlton is basing its one-to-one marketing on which of the following trends?
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