IBM's E-Business Campaign Not Only Helped to Change Public Perceptions

question 57

Multiple Choice

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 ________.

• A) leveraging secondary associations
• B) linking internal and external marketing
• C) integration marketing
• D) permission marketing
• E) brand tracking

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Definitions:

Dollar-Pound Exchange Rate

The rate at which the currency of the United States (dollar) can be exchanged for the currency of the United Kingdom (pound sterling).

Central Bank

An institution that manages a state's currency, money supply, and interest rates, often overseeing the commercial banking system of its country.

Quantity Demanded

The total amount of a good or service that consumers are willing and able to purchase at a given price level, at a specific time.

Quantity Supplied

The volume of a commodity or service that sellers are ready and able to put on the market for a certain price within a designated period.