Hammond Corp. operates in the highly aggressive electronics market. The firm aims to obtain early warnings of opportunities and threats caused by the actions of other firms that are doing well in the industry. Which of the following sources would best serve Hammond's purpose?
A) sales data from exclusive Hammond retailers
B) archival data on company performance
C) competitive marketing intelligence
D) research on demographics of its existing customers
E) internal survey on employee performance

Question

Quizplus · Accepted Answer

Competitive marketing intelligence is the best source for Hammond's purpose as it will provide information on the actions and strategies of other successful firms in the industry. Sales data from exclusive Hammond retailers may provide some insights, but it will be limited to Hammond's own sales performance. Archival data on company performance and research on demographics of existing customers may not provide the necessary information on other firms in the industry. An internal survey on employee performance is also unlikely to provide relevant information for this purpose.