The Nonprofit World of the Performing Arts,box Office Technology Has

question 100

Multiple Choice

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.This 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 is going to allow arts groups to engage in

• A) market aggregation.
• B) relationship marketing.
• C) societal marketing.
• D) market mining.
• E) mainstream marketing.

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Definitions:

Postpartum Period

The period after childbirth when the mother adjusts, both physically and psychologically, to the process of childbirth. This period lasts about six weeks or until her body has completed its adjustment and returned to a near prepregnant state.

Kangaroo Care

Treatment for preterm infants that involves skin-to-skin contact.

Skin-to-Skin Contact

The practice of holding an infant directly against one's skin to promote bonding and physiological stability.

Low-Birth-Weight Infant

An infant born with a body weight of less than 2,500 grams (5.5 pounds), often due to premature birth or poor maternal health.