Scenario 10-5
Trapper's Lake Lodge is a hotel that is situated next to a large lake in the Flat Tops Wilderness Area. The Lodge offers guided fishing, hunting, and cross-country skiing trips throughout the year. The Lodge is in a very remote location and is over 250 miles away from any major airport. Guests must travel 40 miles on a rough dirt road during warm summer months or ride a special snow car for that distance during the snow season. Trapper's Lake Lodge management has found that guests almost always have a wonderful experience during their stay and most swear that they will come back to visit again. Nonetheless, a big problem for the Lodge is getting people to visit in the first place as many travelers are put off by the difficulty in reaching it. As a result, they have decided to mount an aggressive direct marketing campaign increase first-time guest visits as well as nurture loyal frequent visitors.
-(Scenario 10-5) Every time a guest stays at the Lodge they are asked to fill out a questionnaire that includes basic demographic items and questions associated with the visitor's recreation preferences. This is an example of a(n) ____, which will be used to help build a marketing database for Trapper's Lake Lodge

Question

Quizplus · Accepted Answer

The questionnaire that guests fill out is an internal list, as it is a list of information gathered from individuals who have already interacted with Trapper's Lake Lodge. The information gathered will be used to build a marketing database for the Lodge, which can be used to target future marketing efforts towards individuals with similar preferences and demographics. While demographic information is included in the questionnaire, it is not the primary purpose of the list. Geodemographic enhancement and external lists involve purchasing information from outside sources, which is not mentioned in the scenario.

Scenario 10-5 Trapper's Lake Lodge Is a Hotel That Is Situated Next