Supermarket X has seen a continual decline in the sales of beef over the past five years. Over this period, a number of factors have emerged which collectively may have eroded consumer confidence in the product and changed their attitudes and behavior. The factors may be summarized as follows.

■ Animal health scares related to diseases in cattle throughout Europe, including BSE and foot- and-mouth disease.

■ Health awareness in terms of relationship between diet, nutrition and health has become a topic that is more widely debated - especially the role and benefits of red meats.

■ The organic food movement has significantly grown over this period, raising awareness in consumers of food production and what they deem to be 'quality' food.

■ Animal welfare, in terms of how animals are treated on farms, on their journey to the abattoir and in the slaughter process, has become a topic that is more widely debated.

Define the marketing decision problem and marketing research problem for the above mentioned scenario.

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The marketing decision problem in this scenario involves addressing the decline in beef sales at Sup... View the full answer