Question

The Bay Street Bakery (BSB) has a respected following. When it moved the business to a famous resort area, it took a big risk; however, the owners were confident that its unique European style cookies and pastries would win customer raves. And they were right! Fortunately, one of the members of the family business was convinced that BSB needed to stay in touch with its loyal customers. When customers visited the bakery, the business collected names and addresses in order to send messages about promotions and coupons to valued customers. Marketing professionals refer to this strategy as:

Answer 1

Answer: c. customer relationship management.

Explanation:

Customers are the most important part of the business because they are the ones that patronize it. This is why some businesses try their best to establish a relationship with customers such that the customers keep coming back as well as recommending their business to potential customers as well.

Strategies that are related to ensuring the above fall under Customer Relationship Management. One such strategy is described in the scenario above and that is the maintenance of customer contact details in order to send them messages related to promotions and coupons so that they may keep patronizing the company.