Sam Goody, a tape, compact disc and video store, has a frequent buyer program called Replay that rewards members a $15 gift certificate for every $150 in purchases made at Sam Goody. In addition, Replay members receive a coupon each month for a 20-25 percent discount on the purchase of an unlimited number of CDs and/or cassettes from a specific music category. By having a frequent buyer program, Sam Goody is using _____ marketing.
A) Transactional
B) Developmental
C) Proactive
D) Relationship
E) Acquisition

Question

Quizplus · Accepted Answer

Sam Goody's Replay program rewards frequent customers and aims to establish a long-term relationship with them. This is indicative of relationship marketing, which focuses on building and maintaining long-term customer relationships.

Sam Goody, a Tape, Compact Disc and Video Store, Has