SCENARIOS
Chrysler Minivans
In 1995,the Chrysler Corporation launched the first complete remake of its minivan category since the firm invented the vehicle category in 1984.The minivans were designed with more curves on the outside and more space on the inside.One of Chrysler's goals for remaking the minivan was to broaden the minivan's appeal beyond the traditional buyer base of practical families.Advertising showed minivans being used to cart everything from senior citizens to canoes."A minivan is for any time,any place,everyone," was one of the promotional slogans used.To reach other customer groups,Chrysler developed a sports version and a short-wheel-base version of the upscale Town and Country model for sophisticated buyers.Chrysler hoped the $2.6 billion vehicle development cost would pay off as the market expanded.However,competitors also began to offer a wider range of sophisticated models,and competition has become fierce.
-Refer to Chrysler Minivans.By introducing sporty,value-priced,and upscale minivans,Chrysler hoped to forge a long-term relationship with customers as they replace their older minivan.Chrysler engaged in:

Question

Quizplus · Accepted Answer

Chrysler's strategy of introducing different models of minivans for different customer groups and aiming to forge a long-term relationship with customers through this approach is an example of relationship marketing. The company is trying to build a connection with customers that extends beyond just a one-time purchase.

SCENARIOS Chrysler Minivans