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Sean Is the Marketing Research Manager for a Company That

question 118

Multiple Choice

Sean is the marketing research manager for a company that sells skis and other sporting equipment. His company currently has a profitable brand and a good share of the traditional ski market, but would like to enter the "extreme" category of winter sports. Sean needs to obtain information about consumer attitudes of the company's current products as well as attitudes of potential customers in the "extreme" consumer market. He does not have constraints on time, but he does have a modest budget for research. Sean should probably use _____ to obtain the data about the company's current products, and _____ to obtain information about the extreme consumers' attitudes. personal interview surveys; online surveys

Definitions:

Wholesaler

Firm engaged in buying, taking title to, often storing, and physically handling goods in large quantities, then reselling the goods (usually in smaller quantities) to retailers or industrial or business users.

Derived Demand

Demand for a product or service that arises from the demand for another product or service, such as the demand for steel being derived from the demand for cars.

Home Permits

Refers to the official approvals or licenses issued by local government agencies allowing for the construction, renovation, or major alteration of a house or residential building.

Resellers

Businesses that purchase products from manufacturers or wholesalers and then sell them to consumers or other businesses.