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 in his points 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 promotion.
C) customer relationship management.
D) customer valuation.
E) supplier-consumer partnership.

Question

Quizplus · Accepted Answer

Relationship marketing is a marketing strategy that focuses on building long-term relationships with customers. In this scenario, the business traveler is a member of the Starwood Preferred Guest Program, which is a loyalty program that rewards customers for staying at Westin or Sheraton hotels. The traveler receives periodic updates on new hotels and learns of ways to earn additional points, which helps to build a relationship between the traveler and the hotel chain.

A Business Traveler Joined the Starwood Preferred Guest Program in Order