Los Angeles Sparks the WMBA's Los Angeles Sparks Is an Example of a Example

question 89

Multiple Choice

Los Angeles Sparks
The WMBA's Los Angeles Sparks is an example of a sports franchise adopting a CRM approach to grow its fan base.The Sparks CRM system,provided by software vendor "Smart Button" manages all e-mail promotions sent to fans.Additionally,the Sparks's online fan site keeps fans informed of upcoming games,practices open to the public,team events,and more.The Sparks also instituted their new Home Court Advantage program that awards season ticket holders points for each seat they purchased for the season and ticket holders can give these points to others.The ticket holders can earn extra points by telling Sparks at ticket renewal time who is getting the seats.At the end of the season,the top three point-givers receive cash prizes.The Sparks organization is gathering information on the ticket holder as well as the people who attend games with the free tickets.As a result,the Sparks have seen a sharp rise in late-season ticket sales this year.
-Refer to Los Angeles Sparks.Some consumers may not want others to provide their names to the Sparks organization.This reflects which concern regarding CRM programs?

• A)Effectiveness
• B)Expense
• C)Consumer privacy
• D)Consumer dissonance
• E)Consumer apathy

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Definitions:

Confirmation Bias

The habit of looking for, interpreting, prioritizing, and recalling data in a way that reinforces one's already held convictions or assumptions.

Gamble

The act of risking something of value on the outcome of an event in the hope of gaining something of greater value.

Hypotheses Forming

The process of creating an educated guess or proposition that attempts to explain certain phenomena or relationships, which can be tested through research or experimentation.

Scene Identification

The cognitive process of recognizing and categorizing a visual environment or context in which an event takes place.