Suppose you tracked the purchase behavior of 100 consumers at two points in time. At time 1 , half of these consumers did not make any purchase in the product category. Of the 50 consumers making a purchase at time 1,20 bought A,10 bought B, and 20 bought C. At time 2 , only 30 consumers failed to make a purchase. Of the 70 consumers making a purchase at time 2,22 bought A, 20 bought B, and 28 bought C. Below is a switching matrix based on these consumers. (This same matrix is also presented on the next page). Brand purchased at Time 2: a. For brand A: (1) evaluate its performance in terms of customer retention and recruitment; (2) identify competitive threats; (3) make recommendations based on your evaluation of the brand. ( 25 points) b. Assume that, following time 1, company A spent a considerable amount of money creating an advertising campaign designed to convert non-users of the product category into users of its brand during time 2. Assess the success of this campaign; in doing so, include a discussion of implications regarding return on investment (ROI) for the company. (15 points) Suppose you tracked the purchase behavior of 100 consumers at two points in time. At time 1 , half of these consumers did not make any purchase in the product category. Of the 50 consumers making a purchase at time 1,20 bought A,10 bought B, and 20 bought C. At time 2 , only 30 consumers failed to make a purchase. Of the 70 consumers making a purchase at time 2,22 bought A, 20 bought B, and 28 bought C. Below is a switching matrix based on these consumers. (This same matrix is also presented on the next page). Brand purchased at Time 2: a. For brand A: (1) evaluate its performance in terms of customer retention and recruitment; (2) identify competitive threats; (3) make recommendations based on your evaluation of the brand. ( 25 points) b. Assume that, following time 1, company A spent a considerable amount of money creating an advertising campaign designed to convert non-users of the product category into users of its brand during time 2. Assess the success of this campaign; in doing so, include a discussion of implications regarding return on investment (ROI) for the company. (15 points)