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.
高顿网校温馨提醒
各位考生，2016年ACCA备考已经开始，为了方便各位学员能更加系统地掌握考试大纲的重点知识，帮助大家充分备考，体验实战，高顿网校开通了全免费的
ACCA题库（包括精题真题和全真模考系统），题库里附有详细的答案解析，学员可以通过多种题型加强练习。
戳这里进入ACCA免费题库>>>
写评论
