In a map of the United States that shows annual percentage change in unit volume, by state, for a given product, the annual growth rate in each state is shown with green meaning good and red meaning very poor. If you were a marketing manager faced with a map that showed mostly red in the Northeastern states and green in the Western states, which of the following would be the best action?

a. Focus on the shortfalls in Idaho and Utah.

b. Revise the relevant goals for both the East and West Coast.

c. Conduct additional market research in the Southern United States.

d. Examine your distribution system in the Northeastern United States.

e. Change the marketing metric being used to evaluate the states individually.