Brand magament

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    Discuss the following questions in 3~5 pages (Times new roman 11pt, 1inch margin, 1.5 spaced)

    – Should Boston Beer attack the light beer market? If yes, why and how? If no, why and what should they do?

    – What is the specific contribution of each form of market researchtaste tests, ZMETs, consumption data, etc.to each of your recommendations?

    – How does Boston Beer get heard in such a noisy marketplace?

    – What could you have done at the start of the Field Study and what can you do now to insure that you really help Boston Beer management?

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