The Ritz-Carlton hotel chain trains its employees carefully, instills in them a sense of pride, and motivates them by recognizing and rewarding outstanding customer service. What does it use?
Treating employees as customers and developing systems and benefits that satisfy their needs, such as training, stressing teamwork, and employee empowerment is known as what type of marketing?
Relationship marketing programs that are based on which of the following bonds have the strongest potential for sustaining long-term relationships with customers?
The level of relationship marketing that is least likely to be effective in the long term because its advantage is easily imitated by other firms is based on which of the following?
Building value-added services into the delivery system that are not readily available from other firms defines relationship marketing based on the creation of which of the following?
Many businesses have discovered that the costs associated with attaining a new customer are many times that of retaining existing customers. Thus businesses realize that they can benefit directly from practising what type of marketing?
Satisfied customers are likely to engage in positive word-of-mouth communication, thereby helping to bring in new customers. Thus, a means for attracting, developing, and retaining customer is known as which of the following?
Determining costs may limit the usefulness of the objective and can be extremely difficult for a service provider that has adopted which pricing objective?
Hotels that cater to business travellers have more expensive rates during peak usage times (weekdays) and discount rates for slower times (weekends and holiday periods). Which pricing objective does this illustrate?
Matching demand for theatre seats to the number of people wishing to see a movie can be attempted by raising prices at peak movie attendance times and decreasing them during times when attendance is typically low. Focusing on coordinating supply and demand by varying prices is what type of pricing objective for service firms?
You have just started a limousine service and have developed a strategy that stresses quality and luxury. Your limos are always spotlessly clean on the inside, freshly waxed, and stocked with flowers, champagne, free car phones, and televisions. Your drivers are always immaculately dressed and are required to hold the door open for patrons entering and leaving the car. What is your promotional strategy stressing?
Avril Lavigne has been picked as a spokesperson for T-Mobile wireless phone service. She was chosen because of her appeal to members of T-Mobile's target market. In terms of service promotion strategy, she will be considered what type of information source?
A pest control company paints dead roaches on its trucks and uses similar graphics on its letterhead, business cards, and all promotions. The pest control company is using what type of promotion strategy?
Marriott Hotels, as well as Hyatt Regency and Adam's Mark Inns, have expended many resources in developing websites that allow prospective customers to learn all that is necessary before selecting a hotel destination. The sites then allow individuals to make reservations at the hotel that best satisfies their requirements. Which of the following reflects the distribution strategy used by these hotel chains?
TheKnot.com is an Internet company that is a one-stop source of all the items needed to have a successful wedding including listings of local caterers and photographers. When someone registers on the site, he or she is sent the "Ultimate Wedding Organizer." It offers advice on what to do with "cold feet" and how to handle in-laws. TheKnot.com recognizes that which of the following represents a portfolio of opportunities, risks, and challenges?
The ability of each guest to check out of a hotel room through the use of his or her room's television and to use the television to confirm additional charges on bills in the hotel's restaurants and gift shops is an example of which of the following?
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