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If Burton, a maker of snowboard and ski equipment and clothing, decided to introduce a new surfboard ...

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If Burton, a maker of snowboard and ski equipment and clothing, decided to introduce a new surfboard ...

Question 1.

IBM's e-business campaign not only helped to change public perceptions of the company in the marketplace, it also sent a signal to employees that IBM was determined to be a leader in the use of Internet technology. This is an example of ________.

• brand tracking

• leveraging secondary associations

• permission marketing

• linking internal and external marketing

• integration marketing

Question 2.

If Burton, a maker of snowboard and ski equipment and clothing, decided to introduce a new surfboard and promote it by publicizing favorable ratings from third-party sources such as Surfer or Surfing magazine, the company would be ________ to promote its new product.

• linking internal and external marketing

• engaging in permission marketing

• conducting integration marketing

• emphasizing brand tracking

• leveraging secondary associations

Textbook

Marketing Management

Edition: 13^th

Authors: Kotler, Keller

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Brilliant ツ

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