Scenario 9-5 John Deere and Company Has Manufactured Farm Equipment for Many

Scenario 9-5
John Deere and Company has manufactured farm equipment for many years and is now a strong competitor in the residential lawn care equipment market. Deere makes a variety of riding and push mowers that are used by home owners and lawn care companies. Deere has not actively marketed these mowers on the Internet and has hired an Internet advertising consulting firm, Phat Chance to help most this effort forward. John Deere has set a goal for Internet sales of its lawn care products to represent 7.5% of total category sales by the end of next year.
-(Scenario 9-5) Phat Chance's research people have determined that many sod farms and nurseries have websites for local customers to learn more about lawn and garden care. They have suggested to John Deere that because the brand has such a strong equity among consumers that a web page should be designed to provide free information about lawn that also encourages current John Deere owners to offer their own tips. Promoting social interaction around a brand like this is

A) a waste of time
B) referred to as "brand community" and has worked for Harley Davidson among other iconic brands
C) actually a sneaky form of direct mail promotion
D) too "kumbayah" to be a business activity

Correct Answer:

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