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rejuvenate the Canadian book publishing industry.Some members claimed the problem was that many Canadian bookstores had been replaced by Walmarts.Others said the problem was with stodgy advertising.Still others believed the problem was caused by too little money being budgeted to fund marketing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