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

Question

Quizplus · Accepted Answer

Hirshberg was using entrepreneurial marketing, which involves using creativity and resourcefulness to come up with unique marketing ideas that generate buzz and increase customer interest. This is characterized by a focus on innovation, risk-taking, and a willingness to do things differently in order to stand out from competitors. The use of guerrilla marketing tactics like dressing up as yogurt cartons is a good example of this approach.

When Gary Hirshberg Started the Stonyfield Farm Yogurt Company, He