1. You are a marketing manager for Harley-Davidson Motorcycles, and 90 percent of your bikes are sold to men. You believe women are a great potential target market but have had little success selling Harleys to them. What do you do?
2. You are the director of advertising for McDonald’s, and the company is getting ready to roll out a new advertising campaign designed to increase sales of a new sandwich. However, senior management wants to know if it will work. What do you do?