When ConAgra learned that stores were selling more time-saving meals and snacks when school started, it launched its "Seasons of Mom" campaign to help grocers adjust to seasonal shifts in household needs
Which of the eight possible actions to improve the quantity and quality of its marketing intelligence yielded this insight?
A) Train and motivate the sales force to spot and report new developments.
B) Motivate distributors, retailers, and other intermediaries to pass along important intelligence.
C) Hire external experts to collect intelligence.
D) Network internally and externally.
E) Set up a customer advisory panel.
B
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Describe the five steps of the top-down reading method.
What will be an ideal response?
When a marketer expresses his or her vision of what the brand must be and do for consumers, they are expressing what is called ________
A) a brand promise B) a brand personality C) a brand identity D) a brand position E) a brand revitalization
You and your co-worker are evaluating a training program. When you suggested to the co-worker that the multiple dimensions of the program would need to be ranked in terms of importance, your co-worker asked you why. Which one is not an appropriate explanation to use?
a. to prioritize areas for improvements b. to identify if strengths or weaknesses of the program are serious or minor c. to identify and rank-order important stakeholders of the program d. to determine the overall rating of the program with the results of multiple dimensions
U.S. marketing campaigns that stress the desirability of "Made in America" products are most likely to appeal to ________ U.S. consumers
A) ethnocentric B) individualist C) collectivist D) normed E) naturalized