A company coordinates its advertising, sales promotion, public relations and personal selling so that each communicates the same brand message. Which concept does this describe?
Correct answer: B. Integrated marketing communications
- A. Relationship marketing
- B. Integrated marketing communications
- C. Internal marketing
- D. Social marketing
Explanation
Integrated marketing communications coordinates promotional tools to deliver a consistent and mutually reinforcing message. Relationship marketing focuses on retaining customers, while internal marketing addresses employees and service delivery.
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Marketing covers how organisations identify customer needs, create value and exchange products or services through suitable markets. Key concepts include market segmentation, targeting, positioning, consumer behaviour, the marketing mix of product, price, place and promotion, branding, product life cycle and differences between marketing and selling.
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