Summary:
Professional Assignment 1 CLO 1, CLO 2, CLO 3
Read Marketing Research Dashboard – Riders Fits New Database into Brand Launch in your textbook pp. 127 – 129, then address the following questions in a 2 to 3 page APA formatted paper:
1. What was Lee Apparel Companys overall goal for conducting such an extensive test market of its new line of jeans under the brand name Riders? In your opinion did the company achieve its goal? Why or why not?
2. Identify and explain the strengths and weaknesses associated with the test market process used by the Lee Apparel Company.
3. In your opinion, should the company give consideration to the development and implementation of Internet- based test marketing strategies? Why or why not?
*Please refer to the Grading Criteria for Professional Assignments on page 16 of the syllabus for specific guidelines and expectations.
