Marketing decisions are made under conditions of uncertainty. We can never be sure whether a new product will be successful or whether an advertising campaign will be effective in terms of meeting its objectives. In fact, in marketing there is very little of which we can be certain.
A producer of gourmet foods encounters uncertainty when contemplating a new product containing large percentages of saturated fat and cholesterol. How strong is consumer awareness of these dangers to health? Are people likely to become rapidly more health conscious? Marketing research would be very advisable for this new product.
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There are people all over the world trying to find ways to make money online. From stay at home moms looking to make a few extra dollars to college students and entrepreneurs, the allure of making your own hours and working from home or from the local coffee shop is very appealing.