What term describes any strategy that encourages people to pass on messages to others about a product electronically?

• A. Pricing strategy
• B. Viral marketing
• C. Sponsorship
• D. Product life cycle

Answer: (B)

Viral marketing is a strategy that aims to prompt people to share messages about a product with others through digital channels, so the information spreads rapidly across networks. It leverages social media, emails, messaging apps, and other online platforms to achieve exponential reach with relatively low incremental cost. The content is designed to be highly shareable, sometimes with incentives or social currency to encourage forwarding, so one person’s message can quickly multiply as it’s passed along. This focus on electronic word-of-mouth diffusion is what makes viral marketing the best fit.

Pricing strategy is about how a product is priced rather than how messages spread. Sponsorship involves paying to associate a brand with an event or influencer, not necessarily encouraging consumers to share information themselves. The product life cycle describes the stages a product goes through in the market, not the mechanism for spreading messages.