Scenario 17-3
Trapper's Lake Lodge is a rustic hotel situated on a large lake in the Flat Tops Wilderness Area. The lodge offers a relaxing getaway as well as guided fishing, hunting, bicycling, and cross-country skiing trips from its remote location250 miles away from a major airport. Guests must travel the last 40 miles on a rough dirt road during the summer months or ride a special snow car during the snow season. Trapper's Lake Lodge management has found that guests almost always have a wonderful experience during their stay and swear they will visit again. Nonetheless, the biggest problem is getting people to visit in the first place, probably due to the difficult travel involved. So the lodge management has decided to mount an aggressive direct marketing campaign to increase first-time guest visits as well as to nurture loyal frequent visitors.
-(Scenario 17-3)After asking for references from current guests and for permission to use their names,the lodge has gathered a list of about 75 friends and family members who may be interested in a stay.The lodge managers plan on making an initial contact with each of them,hoping to experiment with a couple of different messages to see what works best.But they want to be careful not to turn off these potential customers.Which approach would work best for this first step?
A) Mobile marketing through text messages
B) Personalization
C) Phone calls through telemarketing
D) Bulk promotional messages through email

Question

Scenario 17-3
Trapper's Lake Lodge is a rustic hotel situated on a large lake in the Flat Tops Wilderness Area. The lodge offers a relaxing getaway as well as guided fishing, hunting, bicycling, and cross-country skiing trips from its remote location250 miles away from a major airport. Guests must travel the last 40 miles on a rough dirt road during the summer months or ride a special snow car during the snow season. Trapper's Lake Lodge management has found that guests almost always have a wonderful experience during their stay and swear they will visit again. Nonetheless, the biggest problem is getting people to visit in the first place, probably due to the difficult travel involved. So the lodge management has decided to mount an aggressive direct marketing campaign to increase first-time guest visits as well as to nurture loyal frequent visitors. 
-(Scenario 17-3)After asking for references from current guests and for permission to use their names,the lodge has gathered a list of about 75 friends and family members who may be interested in a stay.The lodge managers plan on making an initial contact with each of them,hoping to experiment with a couple of different messages to see what works best.But they want to be careful not to turn off these potential customers.Which approach would work best for this first step? 
A) Mobile marketing through text messages  
B) Personalization 
C) Phone calls through telemarketing 
D) Bulk promotional messages through email

Quizplus · Accepted Answer

Personalization would be the best approach for the lodge's first step in contacting potential customers. By using the names of friends and family members in the direct marketing messages, the lodge can establish a personal connection and show that they value each individual recipient. This will increase the likelihood of a positive response and potential future visit to the lodge. Mobile marketing through text messages and phone calls through telemarketing may be perceived as intrusive, while bulk promotional messages through email can easily be ignored or deleted as spam.

Scenario 17-3 Trapper's Lake Lodge Is a Rustic Hotel Situated on a on a Large