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In the Example Mentioned in the Text, Whirlpool Chose to Pursue

Question 20

Multiple Choice

In the example mentioned in the text, Whirlpool chose to pursue a "World Washer," and the research conducted by the firm was:


A) used to design a single washing machine to meet the needs of global consumers equally.
B) unable to define a target audience.
C) useful in providing insight beyond what managers knew.
D) a classic case study for marketing students illustrating unethical research behaviour.
E) not particularly valuable since the firm pursued a strategy contrary to their research findings.

Correct Answer:

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