Problem Definition OrganizationSymptoms Based on Symptom True Problem Twenty-year-old neighborhood swimming association in a major city. Membership has been declining for years. New water park with wave pool and water slides moved into town a few years ago. Neighborhood residents prefer the expensive water park and have negative image of swimming pool. Demographic changes: Children in this 20- year-old neighborhood have grown up. Older residents no longer swim anywhere.
Statement of marketing problem Exploratory research (optional) Statement of marketing problem Broad research objectives Specific Objective 1 Specific Objective 2 Specific Objective 3 Research Design Results