The publisher of a business magazine wants to make several major changes in the magazine's content and format. Which of the following will enable the publisher to understand the changes that will most likely be welcomed by its readers?
a. Product differentiation
b. Cannibalization
c. Marketing research
d. Planned obsolescence
ANSWER: c
Marketing research will enable the publishers to gain information about the changes required in their magazine. Marketing research is the process of planning, collecting, and analyzing data relevant to a marketing decision. It provides marketers with data on the effectiveness of the current marketing mix and insights for necessary change.
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