H&R Block Launched a $100 Million Marketing Campaign to Parlay

Multiple Choice

H&R Block launched a $100 million marketing campaign to parlay the company's intimate knowledge of 20 million customers' finances into other services such as mortgages and investment advice. H&R Block has great brand recognition, but consumers care about it only four months out of the year. What do its executives believe they can use to make people think of it as a company offering services year-round?

A) repositioning
B) reengineering
C) demarketing
D) niche marketing