What CMOs think about the economy
The results from the CMO Survey are in, but what does it mean for the marketplace?
- January 2013
Twice a year for the last four years, The CMO Survey has asked thousands of marketing executives from all over the US about what they are seeing, planning and doing in the marketplace. Some questions and topics are addressed each time; others are introduced on a single occasion to address pressing concerns. The result is unique: both a snapshot of a moment in time and, as the surveys accumulate, a longer-term look at how marketers are coping with fast-changing competitive, technological, and economic conditions.
Consumer and Shopper Insights talked to Christine Moorman, the founder and director of The CMO Survey, and a professor at Duke University’s Fuqua School of Business, about the results of the ninth and most recent survey, which was conducted via the Internet in August.
The results? According to the survey, CMOs are feeling less enthusiastic about the US economy than they were earlier in the year. The percentage of CMOs who were “less optimistic” shot up from 8.5 percent in February to 35.8 percent in the most recent August 2012 survey. Only 29 percent were “more optimistic,” down from 34.3 percent. For the first time, the percentage of pessimists, optimists and the no change group was nearly equal.
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