Frank C Church Is a Brand Manager for Heinz

Multiple Choice

Frank C. Church is a brand manager for Heinz. He hires a research firm. When he meets the research company representative he states: "Here's the information I want to know. Tell me the change in market shares every time my top three competitors change advertising strategies." The researcher should ask:

A) Who are your three top competitors?
B) Do you know when your competitors changed advertising strategies?
C) What decision are you trying to make using that information?
D) What decisions have you made in the past and what information did you use to make them?
E) How much money do you want to spend on this project?