A business traveler joined the Starwood Preferred Guest Program in order to earn points each time he stayed overnight in a Westin or Sheraton hotel.Once he has accumulated enough points, he can trade his points in for a free night's stay.As a member of this program, the traveler receives periodic updates on new hotels and learns of ways to earn additional points.The marketing term that best describes this scenario is
A)relationship marketing.
B)customer satisfaction feedback.
C)marketing reciprocity.
D)customer valuation.
E)supplier-consumer enticement.

Question

Quizplus · Accepted Answer

The scenario describes a situation where the business traveler is a member of a loyalty program and receives updates on new hotels and ways to earn additional points. This shows that the program is focused on building a relationship with the traveler by providing personalized benefits and engaging with them over time. Relationship marketing aims to create long-term relationships with customers by focusing on their individual needs and preferences.

A Business Traveler Joined the Starwood Preferred Guest Program in Order