When marketers use a variety of communication disciplinesadvertising, personal
selling, sales promotion, public relations, direct marketing, and online marketingin
combination to communicate a value proposition to the customer, it is referred to as
A. integrated marketing communications.
B. multimedia marketing.
C. diverse marketing communications.
D. comprehensive promotion.
E. managed marketing communications.
Adidas Group owns Reebok and Rockportboth of which offer different types of shoes.
Having a variety of brands allows adidas to use a differentiated targeting strategy to
A. engage in micromarketing for hard-to-fit shoe customers.
B. obtain a bigger share of the shoe market.
C. use mass marketing techniques.
D. utilize geographic segmentation.
E. generate economies of scale in advertising expenditures.