A Business Traveler Joined the Starwood Preferred Guest Program in Order

question 89

Multiple Choice

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.