BUSI600: Case Study- Part 1
June 1, 2014
Management Dilemmas are what symptoms cause managements concern? What environmental stimuli raise management dilemma (Cooper & Schindler, 2014)? The management dilemma is Penton Media is unsure why there is a decline in use of the publication reader service cards. Previously the publication reader service cards was used as a marketing tool to attract potential customers and current customer who wanted or need more information on products that were being advertised. It was also being used as a tracking mechanism to track reader inquiries stimulated by advertising within the magazine.
Management Question are; how can management eliminate the negative symptoms, or how can management fully capitalize on an opportunity (Cooper & Schindler, 2014)? Management questions that arise are; were the business publication advertising generating fewer leads than in the past. If so how can we accurately measure the past and present number, and forecast future numbers? At this step managers should try and utilize other options to attract readers from a different aspect. I would not recommend eliminating the paper card, but in addition I would recommend adding an avenue for those who are more tech savvy. Also offer membership opportunity with multiple perks to build a rapport with customers and more personable approach. Research questions give a plausible course of action that are available to management to correct the problem or take advantage of the opportunity and which should be considered (Cooper & Schindler, 2014). Research questions that could assist Penton Media are; what are the long term implications of using other advertising and tracking methods? What are the other avenues that could be used that are effect and efficiently to produce the numbers they are seeking? What is the ultimate application or use of the research? These questions will assist Penton Media with their long term results.