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 his points in 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.
Answer: A