When Gary Hirshberg Started the Stonyfield Farm Yogurt Company, He

question 158

Multiple Choice

When Gary Hirshberg started the Stonyfield Farm yogurt company, he stated that his company could do better with less advertising, less marketing research, and more guerrilla marketing. He came up with innovative marketing ideas to promote his products such as having sales personnel dress up as large yogurt cartons to distribute free yogurt samples. Which of the following marketing strategies was being implemented by Hirshberg?

• A) formulated marketing
• B) entrepreneurial marketing
• C) ambush marketing
• D) undercover marketing
• E) intrapreneurial marketing

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Definitions:

Ideal Self

A person's conception of how they would like to be, representing their goals and aspirations in contrast to their actual self.

Self-complexity

A theory that proposes individuals have multiple, distinct aspects of the self, which can buffer against the impact of stressful events.

Self-perceptions

An individual's awareness and understanding of their own characteristics, emotions, and behaviors.

Ideal

A concept or standard of perfection that is aspired to; often used in the context of goals, values, or qualities that are deemed to be the most desirable.