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

Question

Quizplus · Accepted Answer

This scenario describes a relationship between the business traveler and the hotel company (Starwood) where the traveler is incentivized to stay at specific hotels in exchange for earning points and receiving updates on new hotels and ways to earn additional points. This is a classic example of relationship marketing, where a company seeks to build and maintain long-term relationships with its customers by providing incentives, personalized communication, and added value beyond just the product or service itself.

Business Traveler Joined the Starwood Preferred Guest Program in Order