Question

Looking to build up its postpurchase relationships, general motors recently launched a service whereby gm vehicle owners can sign up to get email service reminders, access information about gm vehicles, and receive special promotions. what is general motors using to enhance its customer relationships?

a. modelling
b. campaign management
c. scoring
d. data mining

Answer 1

GM is using campaign management to enhance customer relationships by providing email service reminders, vehicle information, and special promotions, reflecting advertising strategies based on associative learning.

Step-by-step explanation:

General Motors is utilizing campaign management to enhance its customer relationships. Through the service they've launched, GM vehicle owners can sign up to receive email service reminders, access vehicle information, and get special promotions. This approach aligns with advertising strategies that use principles of associative learning, such as associating positive images or experiences with a product to make it more desirable. As noted by Cialdini (2008), associating a car with an attractive model in commercials can lead consumers to view the car as faster, more appealing, and better designed, which is a testament to the power of effective advertising and campaign management in shaping consumer perceptions.