Refer to the Following Scenario to Answer the Questions Below

question 79

Essay

Refer to the following scenario to answer the questions below.
Kraft markets several consumer packaged goods products as well as appliances, such as coffeemakers, 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 as well as using some imaginative qualitative methods to better understand Kraft's target market.
-One research study used the Zaltman Metaphor Elicitation Technique (ZMET)for the Kraft boxed macaroni and cheese product.Kraft learned that its brand of boxed macaroni and cheese generated feelings of fun and love,not just feelings of nutrition and fulfillment.Explain how Kraft,using this technique,uncovered this information.

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Definitions:

Dividends

Payments made by a corporation to its shareholders from the earnings of the company, usually in the form of cash or stocks.

Shares

Holdings in a corporation or financial asset, these units confer rights to an equitable distribution of dividends from declared profits.

Quarterly Dividend

A dividend paid by a company to its shareholders every quarter, representing a portion of the company's earnings.

Capital Gains

The profit earned from the sale of an asset or investment which has increased in value over the holding period.