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) internal survey on employee performance
B) sales data from exclusive Hammond retailers
C) research on demographics of its existing customers
D) archival data on company performance
E) competitive marketing intelligence

Question

Quizplus · Accepted Answer

Competitive marketing intelligence involves gathering and analyzing information about competitors' activities, which can provide early warnings of opportunities and threats in the market.