To encourage potential customers to buy a recently-released book, Amazon.com provides online reviews written by others who have already read the new book. This is an example of:
A) single-customer marketing.
B) advertising.
C) publicity.
D) personal selling.
E) sales promotion.

Question

Quizplus · Accepted Answer

This is an example of publicity as Amazon.com is using third-party endorsements (reviews from readers) to promote the product. Advertising, personal selling, and sales promotion all involve direct communication from the seller to potential buyers, whereas in this case, the communication is indirect through online reviews. Single-customer marketing would involve tailoring marketing efforts to individual customers based on their unique needs and preferences, which is not happening in this situation.

To Encourage Potential Customers to Buy a Recently-Released Book, Amazon