Assessing Market Potential: The 4 Bs

by: Christie L. Nordhielm

Publication Date: April 23, 2010
Length: 6 pages
Product ID#: 1-428-931

Core Disciplines: Marketing/Sales

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Teaching Note

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Description

This exercise illustrates marketers’ constant struggle to determine their return on marketing investment. Leading indicators vs. lagging indicators need to be available for ongoing decision-making. By clearly identifying the objectives and metrics of the 4 B’s (bodies, beliefs, behaviors, bucks) students learn to deepen their understanding of true drivers of market growth.

Teaching Objectives

After reading and discussing the material, students should:

  • Describe appropriate business terms and principles
  • Apply critical concepts to define a solution to the case,
  • Successfully articulate data and information in support of the solution proposed,
  • Critically analyze and discuss other responses and solutions to the case,
  • Draw lessons from the case analysis,
  • Generalize the case's teachings to other business challenges and decisions in organizations other than the one analyzed in this case study,
  • Demonstrate leadership and scholarship in analysis.