Scenario 9-4 As Flextime, Consulting, Telecommuting, and Downsizing Make It More Difficult

question 54

Multiple Choice

Scenario 9-4
As flextime, consulting, telecommuting, and downsizing make it more difficult for people to donate blood at the workplace, Canadian Blood Services has launched a CRM marketing campaign in Toronto to boost awareness and repeat donations. Early in the campaign, it went to its listings of previous donors and pulled out those with birthdays in February, March, and April. These donors were sent a birthday card with the greeting, "On the anniversary of your life, would you consider saving another's life
"
-Refer to the scenario. What does the organization's decision to use CRM marketing mean?

• A)It will use the CRM process as a strategy.
• B)It will focus on highly defined and precise customer groups.
• C)It will revert to a market aggregation strategy.
• D)It will create competitive functional areas.

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Definitions:

Product Life Cycle

The stages a product goes through from development and introduction to the market, through growth and maturity, and eventually its decline.

Brand Elements

Characteristics that identify the sponsor of a specific ad.

Logo

A graphical symbol used to identify a company, brand, or product, often designed for easy recognition.

Slogans

Short, memorable phrases used in advertising campaigns to convey the essence of a brand or to promote products and services.