DECADECA Travel and Tourism Practice Exam

Which marketing strategy focuses on increasing customer engagement through communications and experiences?

1. Transactional Marketing

2. Relationship Marketing

3. Mass Marketing

4. Direct Marketing

The correct answer is: Relationship Marketing

The marketing strategy that focuses on increasing customer engagement through communications and experiences is Relationship Marketing. This approach prioritizes building long-term relationships with customers rather than just completing individual transactions. It emphasizes understanding customers' needs, preferences, and behaviors to create a more personalized experience. In Relationship Marketing, businesses often engage in ongoing communication with their customers, fostering loyalty and retention. This can involve customer feedback, personalized marketing messages, and tailored experiences that make customers feel valued and connected to the brand. The goal is to create a meaningful relationship that leads to repeated business and advocacy. Other strategies like Transactional Marketing focus more on individual sales and promotions rather than building a relationship. Mass Marketing aims to reach a wide audience with a generalized message, while Direct Marketing targets specific segments but may not emphasize the ongoing engagement aspect that is central to Relationship Marketing.