The marketing plan for IBM's "Smarter Planet" strategy included which of the following marketing tactics?
A)handing out "Smarter Planet" T-shirts on selected college campuses through the world
B)providing samples of new hard drives for New York City businesses
C)sponsoring the U.S. swim team for the 2012 Summer Olympics
D)including a strong message in an annual report from IBM's chairman of the board and CEO
E)garnering a celebrity endorsement from Jon Stewart, host of "The Daily Show"

Question

Quizplus · Accepted Answer

Including a strong message in an annual report from IBM's chairman of the board and CEO is consistent with the audience that IBM is targeting with their "Smarter Planet" strategy. It is a professional and corporate message that emphasizes the company's strategy and mission. Handing out T-shirts on college campuses and providing samples of hard drives are more like promotional tactics rather than long-term strategic marketing tactics. Sponsoring the U.S. swim team and celebrity endorsement are more like sponsorship and advertising rather than part of the marketing plan for "Smarter Planet".

The Marketing Plan for IBM's "Smarter Planet" Strategy Included Which