Author Question: Alert service organizations seek to avoid defensive strategies by carefully monitoring their ... (Read 18 times)

vicotolentino · **on:** Jun 29, 2018

Alert service organizations seek to avoid defensive strategies by carefully monitoring their environments and quickly responding to changes as they are scanned.

Indicate whether the statement is true or false

Question 2

Appleberry Farms Organic Jam has been the number one jam in the jam and jelly category for several years. Although still a number two in this category, Blackberry Valley Organic Jam is gaining a strong foothold. Appleberry had 39,466,000 in sales last year, while Blackberry had only 16,301,000, but that was 11 percent higher than its
2008 sales.

Organic jams and jellies are important to marketers because they appeal to health-conscious consumers and have a fresh taste that many consider superior to traditional fruit spreads.

Appleberry Farm has been put on notice. Blackberry Valley Jam's move up came despite lower ad spending than
Appleberry Farm Jam. The Blackberry brand spent about 972,000 in measured media during 2010, compared to
1,553,000 spent by Appleberry. Blackberry also underwent an aggressive re-launch last year with reformulated flavors, revamped packaging, new ads, and additional media.

Money spent on advertising jam and jelly products in 2010, by brand: Appleberry Farm Jam 1,553,000
Blackberry Valley Jam 972,000
total for product category 3,714,000

Approximate 2010 Jam and Jelly category sales, by brand: Appleberry Farm Jam 39,466,000
Blackberry Valley Jam 16,301,000 total for product category 81,732,000
If Blackberry Valley uses below-the-line promotions to boost its sales, which of the following is it most likely using?
a. Preprinted inserts
b. Television commercials
c. Ads in magazines
d. Retail shelving