Kraft Marketing Interview Guide

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    _hcbn fd Afktnkts

    3Iktrfouatifk

    1 Fvnrvinw? Knw ]rfouat Bhukal Xunstifks< Cusiknss Qituhtifk Xunstifks

    81 Arnhtivity Xunstifks8? Enknrhb Ghr`ntike Xunstifks84 ]rfjnat Ghkhengnkt Xunstifks8< Gfrn Snhb Qhgpbn Xunstifks

    _ln Ghr`ntike Iktnrvinw Euion

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    @rhdt Dffos Lfboikes 3==3

    rhdt is nxaitno tf crike yfu tlis euion tlht

    wn lfpn wibb lnbp yfu khviehtn tln hgcieufus

    wfrbo fd iktnrvinws hko lnbp yfu bhko tln ghr`ntike

    jfc fd yfur ornhgs!

    Un lfpn tln strhtneins afkthikno ik tlis euion wibb lnbp yfu han tln

    qunstifks yfubb dhan ik yfur ghr`ntike iktnrvinws hko wfw yfur

    iktnrvinwnrs witl yfur ghr`ntike haugnk. Effo bua` usike tln euion

    hko gfrn igpfrthktby, effo bua` ik yfur iktnrvinws!

    _ln struaturn fd tln euion is prntty strhieltdfrwhro: It sthrts

    witl hk fvnrvinw fd tln typns fd qunstifks tlht hrn hs`no ik iktnr-

    vinws, dfbbfwno cy spnaidia snatifks fk tln divn ghjfr typns fd

    qunstifks tlht yfubb dhan (ikabuoike rnhb qunstifks hko hkswnrs drfg

    rnhb iktnrvinws). Ht tln nko is h bist fd ftlnr typiahb qunstifks tlht

    yfu ghy dhan ik yfur iktnrvinws (cut dfr tlnsn, yfubb lhvn tf orhw

    up yfur fwk hkswnrs).

    @

    Unbafgntf _ln Ghr`ntike Iktnrvinw Euion!

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    Afktrhry tf pfpubhr fpikifk, ghr`ntike afgphkins ofkt hs` iktnrvinw

    qunstifks tf ngchrrhss yfu. Shtlnr, tln rhken fd qunstifks tlht yfu'bb

    dhan ik yfur iktnrvinws ahk prfvion yfu tln fppfrtukity tf slfw fdd tln

    s`ibbs tlht ghr`ntike dirgs bff` dfr wlnk tlny iktnrvinw yfu. _lnsn

    s`ibbs ikabuon bnhonrslip, arnhtivity, tnhgwfr`, strhtneia tlik`ike, hkhbyt-

    iahb hcibitins, hko h enknrhb ukonrsthkoike fd ghr`ntike afkanpts.Bua`y dfr yfu, tlnrn hrn kf rielt hkswnrs tf hky iktnrvinw qunstifk.

    Shtlnr, tln iktnrvinwnrs hrn bff`ike dfr afkaisn, wnbb-tlfuelt-fut

    rnspfksns tlht hkswnr tln qunstifk hko bnvnrhen hs ghky fd tln s`ibb-snts

    tlht tlny hrn bff`ike dfr. _lis is nspnaihbby trun dfr tln gual-dnhrno

    ahsn qunstifks. _lfuel ahsn qunstifks snng tf nvf`n tln gfst hkxinty

    hgfke iktnrvinwnns, tlny snrvn tln shgn purpfsn hs hky ftlnr typn fd

    qunstifk: lnbpike ghr`ntike dirgs hssnss yfur tlfuelt prfanss hko yfur

    s`ibbs.

    _f eivn yfursnbd tln cnst alhkan fd suaanss ik yfur iktnrvinws,

    wn fddnr yfu tlrnn wfros fd hovian: ]SHA_IAN,]SHA_IAN, hko

    ]SHA_IAN.

    Fvnrvinw

    ]bnhsn kftn tlht tlis euion is gnhkt tf stigubhtn

    yfur tlik`ike hko ofns kft knansshriby ikabuon dubb

    hko afgpbntn hkswnrs tf hky fd tln qunstifks tlht

    hrn prnsnktno. It is iktnkono tf lnbp yfu prnphrn dfrtln typns fd qunstifks tlht yfu ghy dhan ik yfur

    iktnrvinws hko tf lnbp yfu dfaus fk tln `ny s`ibbs hko

    issuns tlht yfu ghy whkt tf lielbielt. Effo bua`!

    @rhdt Dffos Lfboikes 3==3

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    @rhdt Dffos Lfboikes 3==3

    Knw ]rfouatBhukal Xunstifks

    nw prfouat bhukal qunstifks hrnonsiekno tf tnst yfur ukonrsthkoikefd chsia ghr`ntike afkanpts (i.n.Qnegnktike/_hrentike/]fsitifkikehko tln ?]s) hko hssnss yfur hcibity tfbfeiahbby hkswnr h qunstifk. Lnrn hrnsfgn stnps tf lnbp yfu hpprfhal tlnsn qunstifks:

    8) Hbwhys sthrt witl tln afksugnr. Of afksugnrs whkt hko knno tlisprfouat6 Id afksugnrs ofkt whkt tlis prfouat, tlnk yfu of kft whkttf pursun tln fppfrtukity.

    3) Erfup afksugnrs haafroike tf wly tlny whkt tln prfouat (wlial

    is ahbbno Qnegnktike tln Ghr`nt). Yfur fcjnativn is tf dieurn futwlht ghr`nt snegnkt fd afksugnrs is ionhb dfr tlis prfouat.

    Ontnrgikn wlht cnkndits tln afksugnr is bff`ike dfr ik tln knwprfouat (i.n. effo thstn, iknxpnksivn, gh`ns yfu dnnb effo, nta.)Afksionr cftl thkeicbn hko psyalferhplia cnkndits. ]rifritizn tlng.

    _f ukafvnr afksugnr cnkndits, yfubb gfst bi`nby afkouat quhbithtivnghr`nt rnsnhral (sual hs dfaus erfups).

    Chsno fk tln prifritizhtifk fd tln afksugnr cnkndits, snegnkt tln

    ghr`nt. Ulial afgpntitfrs hrn hbrnhoy prfvioike tlnsn cnkndits6 Hrntlnsn nxistike prfouats ofike h effo jfc ht gnntike afksugnr knnos6

    Chsno fk yfur snegnkthtifk, ontnrgikn tln strhtneia fpnkikes ik tlnghr`nt tlht yfu ahk snizn. Hrn tlnsn strhtneia fpnkikes cie nkfuel tf

    justidy tln ikvnstgnkt rnquirno tf bhukal h knw prfouat6

    1) Alffsn yfur _HSEN_ dfr tln knw prfouat. Ik yfur snegnkt, wlhterfup fd afksugnrs of yfu whkt tf snrvn6

    Ionktidy wlht afksugnrs wfubo usn tln prfouat6

    Ontnrgikn wlf hrn tln lnhvy usnrs fd tln prfouat6 Enknrhbby, yfu whkttf bhukal h knw prfouat higno ht tln prfouats lnhvy usnrs tf halinvngfrn chke dfr tln cua`.

    Alffsn yfur thrent afksugnr erfup.

    K

    Qtrhtney

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    ?) Ontnrgikn yfur ]FQI_IFKIKE dfr tln knw prfouat.Alffsn tln fkn cnkndit tlht yfu iktnko tf onbivnr tf yfur threntafksugnrs. Nksurn tlht yfur afgphky ahk onbivnr tlis cnkndit ik

    tln knw prfouat. Hssnss wlntlnr yfur afgphky lhs tln afrn afgpntnkains tf onbivnr tln

    afksugnr cnkndit yfuvn alfsnk ik yfur pfsitifkike (i.n. ahk yfu gh`nh prfouat tlht onbivnrs supnrifr thstn tf hbb ftlnrs6) Id kft, ahk yfuphrtknr witl hkftlnr afgphky tf halinvn tln pfsitifkike.

    Hssnss tln dikhkaihb gnrits fd tln knw prfouat. Ofns tlis knw prfouatenknrhtn h liel nkfuel rnturk tf justidy tln nxpnkoiturn6

    >) Ontnrgikn tln ?]s (]rfouat, ]rian, ]bhangnkt, hko ]rfgftifk) dfrtln knw prfouat. _lis is tln lnhrt fd tln ghr`ntike fd tln knw prfouat.

    ]rfouat: Ulht prfouat httricutns wibb yfu fddnr (i.n. dbhvfr,sizn, nta.) Gfst igpfrthktby, gh`n surn yfu hrn fddnrike wlht tln afk-sugnrs whkt!

    ]rian: Ulht prian slfubo yfu snt dfr tln prfouat rnbhtivn tfyfur afgpntitfrs6 Of yfu prian ht h prngiug, phrity fr oisafukt tfyfur afgpntitifk6

    ]bhangnkt: Ulnrn ofns tln prfouat knno tf cn sf afksugnrs

    ahk cuy it6 Afksionr erfanry stfrns, orue stfrns, ghss alhkknbs (Uhb-Ghrt, abuc stfrns) afkvnkinkan stfrns, hko tln Iktnrknt.

    ]rfgftifk: Lfw wibb yfu ikdfrg yfur thrent afksugnrs hcfuttln knw prfouat6 Afksionr usike tnbnvisifk hko prikt hovnrtisike,afksugnr prfgftifks, shgpbike, nta.

    4) BH^KAL!

    _ln lnho fd Ghr`ntike ht @rhdt stfps cy yfur fddian fk Gfkohyhko shys tlht lis `ios wnrn rnhbby nxaitno hcfut cnnts ht h wnn`nko piakia.Ln whkts tf `kfw id @rhdt slfubo nktnr tln cnnt ghr`nt6 Lfw wfubo

    yfu hpprfhal hkswnrike tlis qunstifk6

    8) Qthrt witl tln afksugnr of `ios whkt cnnt prfouats6 Chsno fktln nxaitngnkt enknrhtno ht tln piakia hcfut cnnts, it snngs bi`n `iosgielt cn iktnrnstno ik cnnts. Cut, yfu wfubo knno tf afkouat h bftgfrn rnsnhral ikabuoike dfaus erfups tf diko fut id tlnrn is h bhrenerfup fd `ios tlht hrn truby iktnrnstno ik cnnts (hko kft just tlis erfup

    fd `ios ht tln piakia).

    Qhgpbn Xunstifk #8

    Qhgpbn Hkswnr #8

    @rhdt Dffos Lfboikes 3==3

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    @rhdt Dffos Lfboikes 3==3

    3) Id yfu dfuko tlht `ios bi`no cnnts, yfuo whkt tf `kfw wly tlny bi`ntlng. Yfur fcjnativn is tf ontnrgikn wlht cnkndits `ios hrn bff`ike dfr

    rnehroike cnnts. Dfr nxhgpbn, of tlny bi`n tln thstn fd cnnts, tln tnxturnfd cnnts, fr tln lnhbtly hspnats fd cnnts6 _lrfuel yfur ghr`nt rnsnhralhs wnbb hs hssnssike wlht typn fd cnnt prfouats hrn hbrnhoy ik tln ghr`nt-pbhan, yfu ahk cneik tf QNEGNK_ tln ghr`nt haafroike tf tln oiddnr-nkt cnkndits prfviono cy cnnts. Hdtnr ofike tlis hkhbysis, yfuo cn hcbntf ontnrgikn id tlnrn whs hk ukgnt knno dfr cnnts ik tln ghr`ntpbhan.(Dfr tlis nxhgpbn, bnts hssugn tlht tlnrn whs hk ukgnt knno dfr cnnt-dbhvfrno prfouats hko sikan tln afgphky ik tlis qunstifk is @rhdt, yfulhvn ontnrgikno tlht `ios rnhbby whkt h cnnt-dbhvfrno aff`in wlial kffkn is aurrnktby ghr`ntike.)

    1)Yfu knno tf dieurn fut wlial erfup fd `ios yfu hrn efike tf_HSEN_witl tln cnnt-dbhvfrno aff`ins. Hdtnr afkouatike ghr`ntrnsnhral hko ofike yfur afgpntitivn hkhbysis, yfuo cn hcbn tf alffsn

    yfur thrent. (Ik tlis nxhgpbn, bnt's hssugn tlht `ios 4-83 hrn tlnnxpnatno usnrs fd cnnt-dbhvfrno aff`ins.)

    ?)Yfu lhvn tf alffsn h ]FQI_IFKIKEdfr tln cnnt-dbhvfrno aff`in.Qikan yfu lhvn oisafvnrno tlht tlnrn is hk ukgnt knno dfr h ernht-thstike cnnt-dbhvfrno aff`in, yfur pfsitifkike is efike tf cn: tln cnstcnnt-dbhvfrno aff`in cnahusn it is tln fkby aff`in tf afkthik khturhb cnntnxtrhat. Ik fronr tf pursun tlis pfsitifkike, yfu knno tf gh`n surntlht @rhdt ahk hatuhbby prfouan h aff`in witl khturhb cnnt nxtrhat. Httln shgn tign, yfu wfubo whkt tf tnst tlis pfsitifkike witl afksugnrstf gh`n surn tlht tlny rnspfko pfsitivnby tf it. Bhstby, yfu wfubo whkt

    tf gh`n surn tlht @rhdt ahk gh`n gfkny onvnbfpike tlis prfouat eivnktln ikvnstgnkt rnquirno tf onvnbfp it.

    Knw ]rfouatBhukal Xunstifks

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    Qtnp >) Kfw tlht

    yfu lhvn yfur pfsi-tifkike, yfu whkt

    tf nxhgikn tln?]s, wlial rnp-rnsnkt tln ?prighry hrnhs fdghr`ntike dfrtlis knw prfouat.

    ]rfouat: Yfuwhkt tf nksurn tlht

    tln dikhb prfouat is nxhatby wlht afksugnrswhkt. _lis wfubo ikabuon hbb hspnats fd tln

    prfouat, ikabuoike its tnxturn, sizn, slhpn, nta.Yfu wfubo hbsf whkt tf nksurn tlht tln pha`heike dfr tln prfouat whshpprfprihtn hko lnbpno afggukiahtn tln prfouats cnkndits.

    ]rian: Yfu knno tf ontnrgikn wlht prian @rhdt slfubo

    alhren dfr tln prfouat. Id tlnrn hrn ftlnr prfouats bi`n it ik tlnghr`ntpbhan, yfu gielt whkt tf prian tln knw prfouat ht h oisafukt tfnkafurhen afksugnrs tf try tln prfouat. Yfu knno tf gh`n surn tlhtht wlhtnvnr prian yfu snt, afksugnrs wibb cn wibbike tf cuy tln prfouat,hko tlht tlnrn is nkfuel prfdit ghreik cuibt iktf tln prian dfr cftl@rhdt hko its oistricutifk phrtknrs tf slhrn.

    ]bhangnkt: Yfu knno tf ontnrgikn wlnrn tln prfouatslfubo cn sfbo. _lis wibb cn chsno fk yfur rnsnhral tf ukonrsthko

    wlnrn afksugnrs wfubo bi`nby cuy tln prfouat. Yfu slfubo ent h bft fdikput drfg yfur shbns dfran hs wnbb hs pftnktihb rnthibnrs wlf gielt snbbtln prfouat. Dfr tln cnnt-dbhvfrno aff`in, yfu wfubo gfst bi`nby whkttf snbb it ik dffo, orue hko ghss alhkknbs, cut kft fvnr tln Iktnrknt.

    ]rfgftifk: Yfu knno tf dieurn fut lfw tf ikdfrgafksugnrs hcfut tln bhukal fd tlis knw prfouat hko nkafurhen tlng tftry tln prfouat. Qikan yfur ghr`ntike fcjnativns dfr tln knw prfouathrn enknrhtike hwhrnknss hko trihb hgfke afksugnrs, yfu hrn prfchcbygfst iktnrnstno ik usike prikt hko tnbnvisifk hovnrtisngnkts (wlial hrnstrfke hwhrnknss-rhisike gnalhkisgs) hs wnbb hs DQIs (knwsphpnrafupfks) wlial lnbp nkafurhen trihb. Qikan it is h knw prfouat, hkftlnrprfgftifkhb fppfrtukity is shgpbike tln prfouat sf afksugnrs lhvn halhkan tf thstn it.

    Qtnp 4) Hdtnr ofike hbb fd tlis wfr`, yfu bhukal tln prfouat hko tlnkbnt fut h luen siel fd SNBIND hs yfu whtal shbns ef tlrfuel tln rffd!

    5

    @rhdt Dffos Lfboikes 3==3

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    @rhdt Dffos Lfboikes 3==3

    Cusiknss situhtifk qunstifks hrn onsiekno tf ontnrgiknid yfu ahk hssnss tln rnbhtifkslip cntwnnk shbns,prfdit hko ghr`nt slhrn dfr yfur crhko._lny hbsf lnbp tln iktnrvinwnrhssnss yfur hkhbytiahb s`ibbs,

    yfur hcibity tf hkhbyzn ohthquia`by (hko fdtnk-tigns, ik yfurlnho) hko yfurhcibity tf gh`nbfeiahb onaisifkschsno fk tln ohthprnsnktno. H enknrhbstrhtney tf dfbbfw dfr ghky fd tlnsn qunstifks is hs dfbbfws:

    Dfaus fk tln afgpntitivn situhtifk dhaike tln crhko. Hrn tlnrn knwnktrhkts ik tln ahtnefry6 Is yfur crhko's ahtnefry ikarnhsike fronarnhsike6 Lhvn yfur afgpntitfrs iktrfouano knw pha`heike sizns,alhkeno prians, fr iktrfouano knw prfouats6

    Uitl qunstifks bi`n tlnsn, dnnb drnn tf hs` dfr gfrn onthib. Gh`nhssugptifks id knno cn.

    Yfu hrn tln crhko ghkhenr fd h prfouat wlfsn shbns lhvn cnnk dbht dfrtln bhst divn ynhrs. Lfwnvnr, tln crhko's ghr`nt slhrn lhs cnnk erfwikecy >% pnr ynhr dfr tln bhst divn ynhrs. Ulht is lhppnkike tf tln crhko6Ulht wfubo yfu of hcfut tlis trnko6