Consumer-Manufacturer Relationships

The American Honda Corporation has a great track record of consumer-manufacturer relationships, making it important to research the relationships it has built with the consumers. New technologies in communications and database management have led to an explosion of managing consumer relationships. This holds true, especially in consumer and business-to-business, as the marketing effort returns from a mass mentality to a shopkeeper’s mentality, from supply to demand marketing. The ideal one-to-one approach is through direct marketing to capture understanding, evolution, value and treatment of customers (Stearns 1).
The American Honda Corporation began as a small motorcycle company in 1959. Today, Honda is a top manufacturer of motorcycles, power equipment, ATVs, generators, marine engines, and automobiles. From the first Honda vehicle, the S500, released in Japan to today’s top-selling Accord and Civic, Honda is one of the world’s leading manufacturers in the automobile i...