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ACCA考试P3基础测试：电子商务

高顿网校2015-11-18 17:16Yvonne.shen
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　　Question：Historically, the Stayrite Hotel has produced a promotional leaflet at the start of each season which it sends out to all guests or prospective guests.

　　However, the hotel's marketing manager is keen to increase the amount of online marketing (e-marketing) the hotel does. He argues that this would allow specific material to be sent to specific market segments, instead of sending a single message to everyone.

　　Which of the 6 Is of e-marketing is the marketing manager's approach best describing?

　　A. Individualisation

　　B. Intelligence

　　C. Integration

　　D. Interactivity

　　The correct answer isIndividualisation.

　　Individualisation describes the way electronic media allow marketing messages to be tailored to specific market segments, whereas traditional marketing media have relied on a single message being sent to all market segments.

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