You Are Product Manager for Folgers Coffee

question 16

Multiple Choice

You are product manager for Folgers coffee.With the popularity of Starbucks,you have notice sales of gourmet coffee rising.Unfortunately,sales of Folgers coffee has been declining for the last four years.You ask the marketing research department to do a study to determine some possible reasons as to why Folgers Coffee sales have declined.The most appropriate research would be

• A)a field experiment followed by an exploratory study.
• B)an experimental study followed by a descriptive study.
• C)an exploratory study.
• D)a descriptive study involving a field survey of actual and potential customers.
• E)There is no marketing research that could be done to help the product manager.

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Definitions:

Congeneric Merger

A type of merger between companies in related industries or sectors, aimed at diversification or enhancing competitive strengths.

Horizontal Merger

A business consolidation that occurs between firms operating in the same industry, often as competitors.

Vertical Merger

A merger between two companies that operate at different stages of the production process for a specific finished product.

Tire Manufacturer

A company specialized in the production and sale of tires for various vehicles, including cars, trucks, and bicycles.