Carol Rodgers Is a Brand Manager for Hershey Candy Company

Carol Rodgers is a brand manager for Hershey Candy Company. Mars, a competitor, has introduced a new flavored candy bar, and sales for the new bar have skyrocketed. Hershey is losing market share rapidly. Carol Rodgers is considering conducting marketing research. She should:

A) not conduct marketing research because the timing is wrong
B) conduct marketing research to determine why market share is going down
C) conduct marketing research to determine how the new Mars bar is preferred versus existing Hershey bars
D) conduct marketing research because the profitability of Hershey is being affected
E) not conduct marketing research, but instead consult her marketing information system

Correct Answer:

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