Problem
It was reported by the Office of Fair Trading in 2000 that the production costs of beer and lager were similar but that the price of lager was considerably higher than beer. Nevertheless, over the previous decade, despite the higher price, lager had increased its share of the market from 51% to 61% at beer's expense.
Question
1. Can you explain these findings to a marketer who seems to be puzzled at this information?
The response should include a reference list. Double-space, using Times New Roman 12 pnt font, one-inch margins, and APA style of writing and citations.