Creating Long-Term Relationships with Customers Is a Key Component to Surviving

question 119

Multiple Choice

Creating long-term relationships with customers is a key component to surviving and thriving in today's competitive business landscape. One tactic many companies are deploying is the use of membership or loyalty programs where customers can accumulate points and receive discounts or free merchandise. For example, Omni Hotels encourages customers to join their membership program and provide key contact information such as their e-mail, address, and phone number. Omni Hotels offers benefits such as upgrades and free room nights based on the number of stays or points a customer has accumulated. This example demonstrates how Omni Hotels is utilizing

• A)marketing mix deployment.
• B)customer relationship management.
• C)marketing technology.
• D)competitive insight.

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Definitions:

Gross Margin

A financial metric that represents the difference between sales revenue and the cost of goods sold, expressed as a percentage of sales revenue, indicating the profitability of a company's core activities.

Subcontractors

Independent entities hired by a primary contractor to perform a specific task as part of a larger project.

Distribution Center

A facility for the receipt, storage, and redistribution of goods to company stores or customers; may be operated by retailers, manufacturers, or distribution specialists.

Production Center

A facility or area dedicated to manufacturing or producing goods, often focused on efficiency, output, and meeting organizational production goals.