|
It is a marketing strategy in which the aim is to concentrate efforts on a narrowly defined area or subject in order to achieve (hit) a clearly defined objective or target.〔(【引用サイトリンク】title=rifle approach )〕 The idea is to fire once, identifying the best market area to enter and concentrating the marketing efforts on customers there, like aiming a rifle to hit the bull's red eye. ==One to One Marketing== One to one marketing is targeting a specific group of audience and then carrying out our marketing strategies. Four trends will support the ongoing growth of one to one marketing. * The one-size-fits-all marketing of the yesteryear is no longer relevant. Customers do not want to be treated like masses; they need to be treated like individuals as they are, with their own unique sets of needs and wants.By its personalized nature, one-to-one marketing can fulfill this desire. * More direct and personal marketing will continue growing to meet the needs of the customers who no longer have time to spend in shopping and making purchase decisions.With the personal and targeted nature of one-to-one marketing, consumers can spend less time making purchase decisions. * Consumers will be loyal only to those companies and brands that earn their loyalty and reinforce it at every purchase occasion. One-to-one marketing techniques focus on finding a firm's best customers, rewarding them for their loyalty, and thanking them for their business. * Mass-media approaches will decline as advances in market research and database technology enable marketers to collect detailed information on their customers, not just the approximation offered by demographics but the specific names and addresses. New technology offers one-to-one marketers a more cost-effective way to reach customers and enables businesses to personalize their messages. For example, MyYahoo.com greets each user by name and offers information in which the user has expressed interest. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Rifle approach」の詳細全文を読む スポンサード リンク
|