Armed To The Teeth - Answers to Part A
Subject
Marketing
Publication Year
1994
Abstract
"Armed to the Teeth" is an exercise (rather than a case study) in the use and interpretation of brand performance measures (penetration, purchase frequency, etc). These measures are widely provided by consumer panel operators in developed countries and are routinely used by many marketing practitioners. The exercise centres on toothpaste (hence the title). It comes in two parts: Part A is to familiarise students with the brand performance measures. Part B is to illustrate the generalisabilty of the results to different products and countries. Part A can be used on its own. Each part also has an "answers" section for students. There is a separate teaching note (LBS-TN-94-16).
Topic List
Brand Management, Buyer Behaviour, Consumer Behaviour, Double Jeopardy
Industry
Toothpaste
Publication Event Date
1967-1991
LBS Case Number
CS-94-16-B
Location
UK; Japan; US
Project Funder
Q Group
Publication Research Centre
Institute of Finance and Accounting
Available on ECCH
No
