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One-to-One Marketing

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One-to-one marketing is a form of personalized sales. The focus doesn't fall on a product that fits all customers everywhere. The focus doesn't fall on selling as many units of the product as possible. Instead, products and services, and how these are communicated, are adjusted to fit the individual customer.

It comes down to managing customers, not products. Traditional marketing methods go after the share of the market. In other words, the company looks from one sale to the next, and oftentimes ignores the customer. One-to-one marketing realizes that customers make purchases over a lifetime. If companies interact with people, determine their needs, supply solutions, and do so successfully, then the customer will return again and again.

Preview the lesson material:

Warm Up: Discuss the question with your partner for five minutes.

  1. What was the last large purchase that you made? What was it and why did you buy it?

Comprehension Questions: Answer the questions before/after your read the article.

  1. What does traditional marketing attempt to do?
               a. it focuses on selling as much as possible
               b. it wants to sell to a customer again and again
               c. it manages customers, not products
               d. none of the above
  2. Why is one-to-one marketing such a good idea?
               a. because each customer should be valued
               b. because cheating a customer is a bad idea
               c. because people buy products/services again and again from companies they trust
               d. because the company has given them the answer to a problem

Discuss: Discuss these questions with a partner. Remember to support your answers.

  1. What do you think of one-to-one marketing? Have you had any experiences with it?
  2. Have you ever bought something that didn't meet your expectations? Please explain.
  3. Have you ever felt cheated and/or ignored by a company? Please explain.

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