A gym equipment manufacturer encourages customers to become members of the firm's Web site. Membership provides customers with exercise tips as well as discounts on gym equipment and workout apparel. This is an example of ________.
A) a frequency marketing program
B) a basic customer relationship
C) a club marketing program
D) the selling concept
E) consumer-generated marketing

Question

Quizplus · Accepted Answer

A club marketing program is designed to create and maintain long-term relationships with customers by offering them special benefits and rewards. In this case, the gym equipment manufacturer is encouraging customers to become members of its website, which provides them with exercise tips as well as discounts on gym equipment and workout apparel. By doing so, the manufacturer is creating a community of loyal customers who are likely to continue purchasing its products over time. This approach is characteristic of a club marketing program, which is focused on building customer loyalty and repeat business. A frequency marketing program, on the other hand, typically rewards customers for making frequent purchases, while consumer-generated marketing involves customers creating and sharing their own marketing content. The basic customer relationship approach is simply focused on building a basic level of trust and understanding with customers, while the selling concept is focused on aggressively promoting products regardless of customer needs or preferences.

A Gym Equipment Manufacturer Encourages Customers to Become Members of the Firm's