The Marriot-Hilton Hotel Chains Award Points for Every Dollar Spent

Multiple Choice

The Marriot-Hilton hotel chains award points for every dollar spent in one of their hotels. Customers who earn a high number of points are given special privileges that may include upgraded hotel rooms or several free nights. What is the purpose of leveraging this customer information?

A) to retain loyal customers
B) to reinforce competitive promotional decisions
C) to cross-sell other products and services
D) to induce product trial by new customers