QUESTION $26$

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, Kimpton Hotels encourages customers to join their membership program and provide key contact information such as their e$-$mail, address,

and phone number. Kimpton 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 Kiimpton Hotels is utilizing

a$.$ customer relationship management

b$.$ marketing mix deployment

c$.$ marketing technology

d$.$ competitive insight