Case 2 Campbell Soup.docx - Principle of marketing 1311...

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Principle of marketing 1311 November 1 st 2017 Campbell Soup Questions for discussion 1. What are the strengths and weaknesses of the Campbell Soup Company’s marketing information system? A strength they had was to transform the traditional marketing research. They began to looks at customer’s emotions associated with Campbell’s soup. They also looked into how much the label affected the shoppers time spent looking and shopping for their cans of soup. Since making the changes the sales were up 2%. Not really sure what a weakness would be. 2. What objectives does Campbell have for the marketing research efforts described in this case? To capture the attention of a new generation of customers and changing the nature of the consumer’s food tastes, preferences, and to enhance the consumer’s overall food preferences. 3. Compare the effectiveness of Campbell’s biometric research with its deep dive research? The biometric research is good at determining consumer reactions to specific marketing mix variables such as the label and shelf placement. Deep dive research is more exploratory,
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