Basic Marketing Research 7th Edition by Gilbert Churchill,Tom Brown,Tracy Suter

Exercise 2

In each of the following situations, identify the fundamental source of the marketing problem or opportunity, a decision problem arising from the marketing problem or opportunity, and a possible research problem.
a. Apex Chemical Supply is a manufacturer of swimming pool maintenance chemicals. Recently, a malfunction of the equipment that mixes the anti-algae compound resulted in a batch of the product that not only inhibits algae growth but also causes the pool water to turn a beautiful shade of light blue (with no undesirable side effects).
b. State University's director of recruitment for the M.B.A. program recently extended offers to 20 promising students. Only five offers were accepted. In the past, acceptance rates averaged 90%.
c. Montgomery Candy Company has enjoyed great success in its small regional market. Management attributes much of this success to Montgomery's unique distribution system, which ensures twice-weekly delivery of fresh products to retail outlets. The directors of the company have instructed management to expand Montgomery's geographical market if it can be done without altering the twice-weekly delivery policy.