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Case Assignment #1 Busi 600

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Case Assignment #1

1 Build the management-research question hierarchy.

1 Management Dilemma:

Is Penton Media using a outdated method of marketing to gather advertising revenue. If so, will Penton Media see lower then usual advertising revenue if more efficient methods of inquiring advertisement are not adopted instead of the reader service cards.

- Yes, The study conducted by Penton media proves that due to information technology methods that were virtually non-existent in 1992 the e reader cards have displayed a lack of efficiency in recent years. The study backs this up by estimating that within the next 5 years newer methods of communication will hold a majority share of the market with at least 72.2 percent of people expected to visit an advertising website.

2 Management Question:

Are the reader service cards still an efficient method for generating advertisement revenues, or have they been replaced by more efficient information technology platforms?

-Yes, The reader cards remain an efficient method of generating revenue, while they seem to be slowly losing ground to more information technology platforms like the Internet, email, or fax on demand, they remain producing revenue for the company by generating some advertisement profit.

3 Research Question:

Is Penton media reader card service generating enough advertising revenue to remain competitive?

Could information technology friendly methods be used to enhance Penton Medias advertising revenue instead of the reader service cards?

Should Penton Media change the stage by which they generate advertising revenue?

-No, Penton media does not seem to be generating enough advertising revenue just from the reader card service to remain competitive. While the research does not address specifically the number of people who remain using the card service efficiently,

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