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Marketing 3rd Edition by Dhruv Grewal,Michael Levy
Edition 3ISBN: 978-0077622114Marketing 3rd Edition by Dhruv Grewal,Michael Levy
Edition 3ISBN: 978-0077622114 Exercise 10
PomWonderful has developed a coffee-flavored pomegranate beverage, and it wants to determine if it should begin to market it throughout the United States. The company used two separate studies for the advertising campaign:
• A focus group to identify the appropriate advertising message for the new beverage.
• A survey to assess the effectiveness of the advertising campaign for the new PomWonderful beverage.
Which study was exploratory and which was conclusive? What other studies would you recommend PomWonderful undertake?
• A focus group to identify the appropriate advertising message for the new beverage.
• A survey to assess the effectiveness of the advertising campaign for the new PomWonderful beverage.
Which study was exploratory and which was conclusive? What other studies would you recommend PomWonderful undertake?
Explanation
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Survey is undertaken to examine or to ge...
Marketing 3rd Edition by Dhruv Grewal,Michael Levy
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