Shopper Marketing - January 2017 - 64
What is the primary method for addressing shopper
marketing education within your organization?
Informal internal training
(info sharing, case studies, etc.)
Formal internal training for
key functional areas/roles
External training for key functional areas/roles
(conferences, agency presentations, etc.)
We just learn on the job
By Primary Products/Services of Respondent's Company
PACKAGED FOOD & BEVERAGE
INSTITUTE ANALYSIS: In the chart showing responses to the question about one area
of organizations that needs a better understanding of shopper marketing, look closely at
the numbers for brand marketing. Thirty-eight percent of respondents overall (and 50%
of the shopper and digital people) said the answer is brand marketing. But those who
self-identified as brand managers/marketers/advertisers said that the sales force (41%)
was most in need. One respondent indicated that with brand marketing there's "a lack of
understanding around the retailer's role in program acceptance and execution."
SHOPPER MARKETING JANUARY 2017
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