Grape-Nuts was one of the first cereals Post Cereal Company ever marketed. It scores well in brand awareness, but recently its sales have been steadily declining. Rather than assume the product was a "dog," the Grape-Nuts marketing manager decided Post should firstA. update the flavor of the cereal by making it slightly sweeter. B. increase the amounts spent on advertising and promotion. C. do marketing research to identify what needs were not being satisfied. D. hire additional salespeople who were younger and more assertive to contact grocery stores. E. realign Grape-Nuts as a "star" and increase production.

Marketing studies refer to the analysis of the relationships and variables involved in the markets, for which different statistical tools are used, marketing studies have several purposes, according to the approach sought by the study you can investigate whether a certain product of the market is known, if it is considered expensive or economical, if the population would be willing to buy a new product or because it would stop buying an existing one, if the advertising used for current sales has good results, among other multiple investigations that can be make.

In this case, as the product already existed in the market and had a sales trend, the first thing the manager should do when noticing the change in sales is to try to identify the reasons for the problem, before trying to experience a solution that does not come of data.

Answer

C. The manager should first do marketing research to identify what needs were not being satisfied.