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 segmentation.
D) customer valuation.
E) supplier-consumer partnership.

Question

Quizplus · Accepted Answer

Relationship marketing focuses on building long-term relationships with customers, encouraging loyalty and repeat business, which is exemplified by the Starwood Preferred Guest Program.

A Business Traveler Joined the Starwood Preferred Guest Program in Order