Marketing Management

1. Discuss the role of marketing research in helping Andersen Consulting select a new name (Accenture). If Accenture were to select a new name today, would social media research be helpful? If yes, how?

2. Define Accenture’s target market. Discuss the role of marketing research in helping Accenture understand the needs of its target customers.

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1. Accenture would like to increase preference and loyalty to its services. Describe the management-decision problem.

2. Define a suitable marketing research problem corresponding to the management-decision problem that you identified in question 3.

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