Every Time Evangeline Kryl Buys a Subway Sandwich, She Gets

question 144

Multiple Choice

Every time Evangeline Kryl buys a Subway sandwich, she gets a stamp on a card that she carries in her wallet. When the card is full, she gets a free sandwich. This sort of program is an example of which of the following strategies?

• A) convenience selling
• B) transactional marketing
• C) relationship marketing
• D) exchange targeting

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Definitions:

Switching Costs

Expenses or barriers that a consumer or business faces when changing suppliers, brands, or products.

Paper Check Processing

The procedure involved in the exchange and clearance of checks between banks through physical or electronic means.

Perceived Market Share

An estimate of the percentage of the total market volume or value that is captured by a company or product, based on the perception of customers or market analysts.

Actual Market Share

The real percentage of an industry or market's total sales that is earned by a particular company over a specified time period.