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.
Answer:
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.