Which of the following statements is true of on-demand marketing?
Group of answer choices
a.) It gives maximum emphasis to aggressive personal selling strategies.
b.) It requires firms to focus on the internal rather than the external business environment.
c.) It is aimed at enhancing customer relationships.
d.) It is used by sales-oriented firms.
In the context of on-demand marketing, which of the following statements is true of a sales-oriented firm?
1) It carefully identifies market segments.
2) It extensively uses relationship marketing strategies.
3) It extensively uses personal selling and advertising.
4) It increases sales by creating customer value and satisfaction.
Which of the following statements is true about customer relationships in business markets?
a) A strong impersonal relationship with customers is critical in maintaining one’s business,
b) One-on-one personal communication is the most important tool in developing and maintaining customer relationships,
c) An impersonal relationship in B2B markets often connotes a greater emphasis on technology,
d) Customers demand not only an impersonal relationship with their vendors but also an efficient one,
e) Customers prefer direct communication mediums such as e-mail and direct mail for any correspondence.
Answer to question 1
On-demand marketing is defined as the one that allows the companies to complement their existing internal marketing function with specialized short term skills requirements. It is done based on the needs of the customers or the market. It is usually done to enhance the relationship between the companies with their customers. Hence, it is a major part of customer relationship management. Therefore, the correct option is (C). All other options are wrong as they do not deal with the basic idea of on-demand marketing.
Answer to question 2
The correct answer is 3) It extensively uses personal selling and advertising.
On-demand marketing focuses on customers’ services as a basic response to their desires. A sales-oriented firm extensively uses strong marketing tools like personal selling products to grab customers’ attention by providing detailed information about the product. Advertising and personal selling influence buyers to purchase the products so that firm’s sales increase. It reflects the firm’s response towards customers to enhance sales.
Reasons for incorrect options:
Option 1) is incorrect because identifying market segments is not an important aspect for sales-oriented firms.
Option 2) is incorrect because a firm does not use relationship marketing strategies for on-demand marketing and selling of products.
Option 4) is incorrect because increasing product sales through satisfaction are not true for a sales-oriented firm that generates on-demand marketing strategies.
Answer to question 3
The correct answer us b) One-on-one personal communication is the most important tool in developing and maintaining customer relationships).
This option is correct because, in a business market, it is very important to have one-on-one personal communication between customers and sellers. It enables the customers to know about the product in detail and makes or breaks the sellers’ reputation.