Question

Over a period of several decades, coffee consumption declined from 75% of the adult population in 1962 to 49% in 2004. then, it increased to 56% in 2010. a firm with a good marketing orientation would have

Answer 1

A good orientation would have explored the changes in these usage trends. By doing this, they could have figured out how to best market to these customers and maximize their profits. Even though there were drops in consumption, understanding and targeting those who still did consume would have borne the most success for those companies that undertook these steps.