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:

Heredity

The genetic transmission of characteristics from parents to their offspring.

Case Studies

Research method involving the detailed examination of an individual or group to explore the causes of underlying principles or phenomena.

Interviewers

Individuals who ask questions and gather information from respondents in research, surveys, or for job selection processes.

Dependent Variable

In an experiment or study, the variable being tested and measured, which is expected to change in response to the independent variable.