When its monitoring software spotted a Twitter post that went to 10,000 followers from an upset consumer who couldn't redeem a prize from a MyCoke rewards program, Coke quickly posted an apology on his Twitter profile and offered to help resolve the situation. This is an example of which of the following?
A) mystery shopper actions
B) consumer panel data
C) purchasing outside information
D) acting on marketing intelligence
E) conducting a sentiment analysis

Question

Quizplus · Accepted Answer

The situation described is an example of a company acting on marketing intelligence by monitoring social media and responding to customer complaints in a timely and effective manner.

When Its Monitoring Software Spotted a Twitter Post That Went