When Nike introduces a new style of athletic shoe to the market, it often provides physical instructors and aerobics trainers with a free pair, anticipating that the trainers will pass on favourable word of mouth messages about the benefits of the style. In this case, Nike is cultivating:
A) a virtual community.
B) a social network.
C) public relations.
D) buzz marketing.
E) a brand community.

Question

Quizplus · Accepted Answer

Nike's strategy of giving free shoes to instructors and trainers with the hope of generating positive word of mouth is an example of buzz marketing. Buzz marketing involves creating excitement and generating conversations about a product or brand by relying on word of mouth from customers, influencers, or other trusted sources.

When Nike Introduces a New Style of Athletic Shoe to the Market