A hotel chain’s database has information on guests thatincludes demographics, number of visits, and roompreferences. Describe how the chain can use this information to develop several relationship marketing programs.How can it use a more general database to identify potentialcustomers and personalize its communications with them?

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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A hotel chain’s database has information on guests that
includes demographics, number of visits, and room
preferences. Describe how the chain can use this information to develop several relationship marketing programs.
How can it use a more general database to identify potential
customers and personalize its communications with them?

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