Question

WedSafe is the name of a company that provides wedding insurance. For example, in the event that the wedding is called off, the couple can insure themselves against lose of their nonrefundable deposits. When its primary marketing effort is to make engaged couples aware of its services, it is in which stage of the customer relationship evolution?

A. Acquaintances
B. Leads
C. Strangers
D. Allies
E. Friends

Answer 1

WedSafe is in the stage of making strangers aware of their wedding insurance services, which is akin to companies offering money-back guarantees or other forms of explicit reassurance to build trust and begin a customer relationship.

Step-by-step explanation:

WedSafe, a company providing wedding insurance, is focusing its marketing efforts on making engaged couples aware of its services. This stage of the customer relationship evolution is where the company is trying to reach strangers and make them aware of the services and benefits they offer, such as using collateral as insurance against unforeseen, detrimental events like losing nonrefundable deposits if a wedding is canceled. This approach is similar to sellers offering money-back guarantees, warranties, and service contracts as explicit reassurance to potential customers, which is particularly important when customers cannot directly examine the products, as in online shopping or mail-order catalogs. Marketing to strangers is critical for building initial awareness and eventually turning them into leads, then customers, and potentially into friends or allies as the relationship progresses.