Final answer:
Customer Relationship Management (CRM) improves one-to-one marketing by allowing the firm to tailor the value proposition based on each customer's unique wants or needs.
Step-by-step explanation:
The option that improves one-to-one marketing by allowing the firm to tailor the value proposition based on each customer's unique wants or needs is Customer Relationship Management (CRM). CRM is a strategy that focuses on building and maintaining strong relationships with customers by collecting data, analyzing their behaviors and preferences, and personalizing the marketing approach.
With CRM, firms can gather information about individual customers, such as their purchase history, preferences, and demographics. This data enables companies to create personalized offers, recommendations, and promotions that are specifically designed to meet each customer's needs.
For example, CRM can help a company send targeted email campaigns to different customer segments, offering them products or services that align with their interests. This level of personalization enhances the customer experience and increases the likelihood of building long-term customer loyalty.