BASIC PRINCIPLES OF DIRECT MARKETING IN AUTOMOTIVE INDUSTRY EXEMPLIFIED BY OPEL AG ON THE EURPEAN MARKET
BASIC PRINCIPLES OF DIRECT MARKETING IN AUTOMOTIVE INDUSTRY EXEMPLIFIED BY OPEL AG ON THE EURPEAN MARKET

Summary/Abstract: Customer orientation, customer loyalty, winning back customers – these are the paramount objectives of progressive business strategies. As in other areas, Opel’s target here as well is to clearly stand out from the competition. No company can afford not to win the largest possible customer base comprised of loyal customers who show no inclination to go to the competition. The question is how to go about it. Loyal customers are certainly not a dime a dozen. To the contrary, customers have very good reasons for continuing to do business with the same company. If merely negligible differences are obtained among individual companies offering similar services, the end results is a deficit. A company cannot seriously claim to be “better” than the competition if from an objective point of view the competitors’ product is practically identical – and the customers know it to boot. After all is said and done, the question still remains: How to stand out from the competition? The solution – the only solution – can be summed up with two simple words: satisfaction and trust!

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