Amy Kuhnert is the CEO for Murphy Manufacturing. She and her board of directors have decided to hire a marketing research firm to help them explore emerging market opportunities in Asia. Amy schedules a 30-minute appointment with Josh Husband of Monroe Research Associates in between 30-minute appointments with three other company representatives offering to provide Murphy Manufacturing with a. machine leasing contracts, b. computer software services, and c. photocopying services. This example illustrates:
A) why marketing researchers must use promotional materials to get the attention of prospective customers
B) why CEOs are paid high salaries
C) why problem definition is sometimes difficult; managers fail to change their normal behavior
D) why problem definition is so easy; managers maintain their normal behavior
E) why a situation analysis may be needed

Question

Quizplus · Accepted Answer

This example illustrates why problem definition is sometimes difficult because managers, like Amy, may not change their normal behavior and may not prioritize marketing research over other routine business activities.

Amy Kuhnert Is the CEO for Murphy Manufacturing