17. Integrated marketing communication

a. allows marketers to develop more effective marketing messaging programs.

b. reflects an adaptation by marketers to a changing environment.

c. is being driven by new technologies creating new ways for marketers to reach consumers. d. is being driven by changing demographics, life styles, media and shopping patterns.

19. Let's say a new cell phoneservice provider, East Bay Wireless, wants to enter the highly competitive mobile phone marketplace in Northern California. As one tool to accomplish this goal, East Bay Wireless executives offer drastically-reduced fees on both phonesand services, below competitors' current rates, to new customer sign-ups. This would be a good example of

a. predatory pricing strategy.

b. penetration pricing strategy.

c. complementary pricing strategy. d. congestion pricing strategy.

e. skimming pricing strategy.