A Business Traveler Joined the Starwood Preferred Guest Program in Order

question 39

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 relationship management.
• D) customer valuation.
• E) supplier-consumer partnership.

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Definitions:

States

Defined territorial areas within a country, each with its own government and regulatory powers.

Corporation

A legal entity that is separate and distinct from its owners, who are shareholders; it has rights, privileges, and liabilities independent of those of its members.

Owners

Individuals or entities that legally possess, control, and derive benefits from property or a business.

Shareholders

Individuals or entities that own shares in a corporation, giving them partial ownership and possibly the right to vote on corporate matters.