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) intrepreneurial marketing

Question

Quizplus · Accepted Answer

Hirshberg is using entrepreneurial marketing, which involves using creativity, innovation, and risk-taking to market a product or service. By focusing on guerrilla marketing tactics and relying less on traditional advertising and marketing research, he is using an entrepreneurial approach to building and promoting his brand.

When Gary Hirshberg Started the Stonyfield Farm Yogurt Company, He