Ford Motor Company continues to demonstrate a high level of value to customers and recent industry research reported that 1.05 million customers made repeat purchases of Ford automobile products in 2014. In addition, Ford maintains a high level of customer loyalty with an overall loyalty rating of 63.7% indicating that 63.7% of customers buying Ford products in 2014 were previous owners of Ford automobiles or trucks. In fact, truck buyers are even more loyal, which is fueled by the popularity of the Ford F-150 pickup truck. A whopping 66% of customers purchasing a 2014 model year Ford F-150 were owners of an earlier model F-150 truck. Ford's ability to generate high levels of customer loyalty demonstrates the firm is engaging in ________ marketing.
a. relationship marketing
b. competitive marketing
c. production marketing
d. sales-oriented marketing
Answer: a. relationship marketing
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