A value-added incentive should be designed to inspire a short-term purchase rather than trying to influence long-term buying habits

The flexible-budget variance is:

A) $7,500 favorable B) $7,500 unfavorable C) $1,200 unfavorable D) $1,200 favorable

The marketing manager of Appeal Inc has noticed a sharp decrease in sales over the last two months. The manager decides to conduct marketing research to identify potential causes for the drop in sales

Which of the following should the manager do first? A) develop a research plan B) determine a research approach C) define the problem and objectives D) select a research agency to collect data E) conduct exploratory and descriptive research