Question

Enrollment at Mountain Top Community College has been in decline for five years. In the past the college has relied strictly on enrollment from newly graduated high school students. In order to identify other potential markets, the school would benefit from

a.sales promotions.
b. test marketing.
c. marketing research.
d. a stakeholder audit.

Answer 1

c. marketing research

Step-by-step explanation:

Marketing research is a broad term referring to the management of the 4P activities related to a specific product or service, or even marketing activities of a company in general. Although the terms market research and marketing research sometimes make a distinction, they are often used interchangeably.

This kind of research often includes activities that include grasping all the information that is needed to make key marketing management decisions. This information often includes:

- market-specific data (Which market to choose?)

- product data (How should I improve my product to get more traction among customers?)

- promotion and distribution activities (What channels and methods of improving product/service visibility will help me gain more customers?)

Marketing research is often deemed as a broader term than market research.

In this particular example, Mountain Top Community College would benefit from thorough marketing research by identifying other markets and customer segments, which is the main incentive for conducting such research.