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Marketing at Del Monte
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A 5 page paper discussing the reasons that Del Monte
cannot directly compare advertising expenditures and annual sales results. In 1999, the
company spent 20 percent more in advertising and had sales 3 percent more than in 2000.
The paper discusses market trends and positive research findings supporting the nutritional
quality of canned foods as two reasons that Del Monte needs to employ a regression
analysis of advertising-to-sales results in the short term, while realigning data collection
that will make more direct comparisons more reliable in the future. Includes 2 tables.
Bibliography lists 5 sources.
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Pages:
5
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Filename:CC6_KSmktgDelMonte.wps |
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Paper Title:
Marketing at Del Monte
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