[Kones] Kenny’s Kones sells ice cream cones and supplies to…
Kenny’s Kones sells ice cream cones and supplies to many mom-and-pop ice cream parlors. Kenny’s has done research every year around June to forecast their sales for the summer. It is hard for them to make this estimate because it is based on how well the ice cream stores do. This year, they believe they will need to produce more cones due to a recent increase in the number of consumers interested in special flavors available at ice cream parlors. Which marketing concept describes why it is so hard for Kenny’s Kones to estimate what they will sell?