When ConAgra learned that stores were selling more time-saving meals and snacks when school started, it launched its "Seasons of Mom" campaign to help grocers adjust to seasonal shifts in household needs. Which of the eight possible actions to improve the quantity and quality of its marketing intelligence yielded this insight?
A) Train and motivate the sales force to spot and report new developments.
B) Motivate distributors, retailers, and other intermediaries to pass along important intelligence.
C) Hire external experts to collect intelligence.
D) Network internally and externally.
E) Set up a customer advisory panel.

Question

Quizplus · Accepted Answer

Motivating distributors, retailers, and other intermediaries to pass along important intelligence would have allowed ConAgra to gather information on what types of products were selling well during the back-to-school season. By understanding this seasonal shift in household needs, the company was able to launch a successful marketing campaign that catered to these needs.

When ConAgra Learned That Stores Were Selling More Time-Saving Meals