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Conclusion
The case presents P&Gs strong culture of understanding its consumers by conducting marketing research and innovating to meet their needs and desires. P&G, with its long and rich legacy, has continuously evolved newer ways to connect with its consumers and gain insights into their behavior. P&G has been adept at adopting newer technologies, such as the Internet, and leveraging marketing research to enhance its understanding of its consumers. P&G is constantly using marketing research to solve the problems of today and to build brands that will continue to be leaders tomorrow.
Questions
1. Discuss the role that marketing research can play in helping P&G build its various brands. 2. P&G is considering further increasing its market share. Define the management-decision problem. 3. Define an appropriate marketing research problem based on the management-decision problem you have identified. 4. Formulate an appropriate research design to address the marketing research problem you have defined. 5. Use the Internet to determine the market shares of the major toothpaste brands for the last calendar year. 6. What type of syndicated data will be useful in addressing the marketing research problem? 7. Discuss the role of qualitative research in helping P&G to increase its share of the toothpaste market. 8. P&G has developed a new toothpaste that provides tooth and gum protection for 24 hours after each brushing. It would like to determine consumers response to this new toothpaste before introducing it in the marketplace. If a survey is to be conducted to determine consumer preferences, which survey method should be used and why? 9. What role can causal research play in helping P&G increase its market share? 10. Illustrate the use of the primary type of scales in measuring consumer preferences for toothpaste brands.
11. If marketing research to determine consumer preferences for toothpaste brands were to be conducted in Latin America, how would the research process be different? 12. Illustrate the use of the primary type of scales in measuring conSocial Media sumer preferences for diaper brands in social media. 13. Discuss the ethical issues involved in researching consumer preferences for toothpaste brands.
References
1. www.pg.com, accessed February 20, 2011. 2. Chris Isidore, P&G to Buy Gillette for $57B, http://money.cnn.com/2005/01/ 28/news/fortune500/pg_gillette, accessed September 3, 2005. 3. Jack Neff, Humble Try: P&Gs Stengel Studies Tactics of Other Advertisersand Momsin Bid to Boost Marketing Muscle, Advertising Age (February 18, 2002): 3.