(1) Procter & Gamble have been around for over 170 years, producing and selling a wide variety of consumer products. They are in predominantly mature markets where growth only occurs when populations increase or they enter new markets, which are more risky propositions. Consider one of the top-selling brands in the world, Crest toothpaste. It is consistently one of the top brands in all its markets, but the brand management team has recently hired you, who has a different focus on who is in and who should be outside a market. Given the information in the broadening the paradigm of marketing as exchange article, what might you tell them? How can you do so in a way that convinces them to make their market more inclusive?