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

Multiple Choice

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.