Grape-Nuts was one of the first cereals Post Cereal Co.ever marketed.It scores well in brand awareness studies,but recently its sales have been steadily declining.Rather than assume the product was a "dog," the Grape-Nuts marketing manager decided Post should first
A)update the flavor of the cereal by making it slightly sweeter.
B)increase the amount spent on advertising and sales promotion.
C)do marketing research to identify what needs were not being satisfied.
D)hire additional salespeople who were younger and more assertive to contact grocery stores.
E)realign Grape-Nuts as a "star" and increase production.

Question

Quizplus · Accepted Answer

Marketing research is the process of defining a marketing problem and opportunity,systematically collecting and analyzing information,and recommending actions.Post recognized a serious marketing problem existed-sales were declining.However,it didn't know what factors were causing the decline.It needed more information to learn the cause of the sales decline and how to reverse the trend-a problem that marketing research could resolve.

Grape-Nuts Was One of the First Cereals Post Cereal Co