Question

Businesses often spend significantly more money on creating customer access for their products/service than they spend on advertising.
A. True
B. False

Answer 1

Answer:

The correct answer is:

True (A)

Explanation:

Customer access strategy is a framework or a set of standards, guidelines and processes, which defines the means by which a customer and the organization can interact, and  means by which the customer has access to:

• the relevant information needed to make purchases
• the right logistics for the execution of a purchase

The arear of access are mainly information (value of the product, price of products, how products work) and logistics (means of getting the products, customer service on the after-purchase needs etc).

It has been studied extensively that companies are spending 3 to 4 times as much money on creating customer access than they do on advertising, this is because even if advertising is successful, the results will not be seen if customer access is not successful, and having an efficient customer access strategy can provide a competitive advantage to the producers.