Question

Procter & Gamble, the maker of Crest brand toothpaste, has modified this brand to include whiteners. To encourage consumers to adopt this brand, P&G gave away free samples along with a high value coupon on the purchase of a tube. The hope was that consumers would try the brand, purchase it at a discount, and finally buy it at full price. This is an example of _____.

Answer 1

Answer: shaping

Step-by-step explanation: In simple words, shaping refers to the process under which an organisation tries to manipulate the behavior of potential customers by using different marketing tools.

In the given case, Procter and gamble were giving discount to attract the customers. They were planning to charge full price once the customers get used to of their product. So they were using discount to change the behavior of their potential customers hence they were using shaping.