Members of the Book Promoters Association of Canada Recently Questioned

Multiple Choice

Members of the Book Promoters Association of Canada recently questioned what could be done to rejuvenate the Canadian book publishing industry. Some claimed the problem was that many Canadian bookstores had been replaced by Amazon.com. Others said the problem was stodgy advertising. Still others believed the problem small budgets for marketing programs. The best way to identify the problem would be to use __________.

A) market analysis
B) marketing management
C) a marketing audit
D) marketing research
E) data mining