As Described in the Chapter's Opening Vignette, What Research Advantage

Multiple Choice

As described in the chapter's opening vignette, what research advantage did Vail Resorts have?

A) more monetary resources than its competitors
B) access to better consumer resource data
C) more one-on-one consumer surveys
D) a robust customer database of transactional and traditional marketing information
E) a well-equipped marketing team with twice the research capability of most competitors