Refer to the Following Scenario to Answer the Questions Below

question 40

Essay

Refer to the following scenario to answer the questions below.
Kraft markets several consumer-packaged goods and wants to get a better understanding of its target market and how competing products are advertised.Kraft's agency of record has conducted extensive research for them as well as purchased information from research suppliers.The agency is also conducting background research and using some imaginative qualitative methods to better understand Kraft's target market.
-Name and describe some of the primary and secondary research suppliers that Kraft and its agencies might have purchased information from.

---

Definitions:

Differentiate

To recognize or ascertain what makes something or someone different.

Positioning

The process of establishing a brand or product's identity in customers' minds relative to competitors, focusing on perceptions, impressions, and benefits.

Integrated Marketing

A strategy that combines different marketing methods such as advertising, sales promotion, and social media for a cohesive campaign.

Direct Mail

A form of marketing that involves sending promotional material directly to potential customers through mail.