Looking to Build Up Its Postpurchase Relationships,General Motors Recently Launched

question 16

Multiple Choice

Looking to build up its postpurchase relationships,General Motors recently launched a service whereby GM vehicle owners can sign up to get e-mail service reminders,access information about GM vehicles,and receive special promotions.General Motors is using _____ to enhance its customer relationships.

• A) modeling
• B) scoring
• C) valence management
• D) campaign management
• E) data mining

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Definitions:

Set-Points

The theory that each person's body has a predetermined or natural weight that it seeks to maintain through various physiological mechanisms.

Genetics

The study of heredity and the variation of inherited characteristics.

Ethnicity

Shared cultural practices, perspectives, and distinctions that set apart one group of people from another, based on heritage, language, religion, and social experiences.

Gini Ratio

A numerical measure of the overall dispersion of income among households, families, or individuals; found graphically by dividing the area between the diagonal line and the Lorenz curve by the entire area below the diagonal line.