Week 10 Discussion Proactiv (Case 11.2)

1. From Chapter 2, we know there are several main ways entrepreneurs identify new opportunities. What are the ways that Rodan and Fields identified the opportunity for a new acne treatment? Explain your answer and support it using details from the case as evidence.

2. From reading the case, did Proactiv engage in any guerilla marketing? Explain your answer and support it using details from the case as evidence.

3.In Wednesday's lecture, I tell you to "be real" in your marketing (rather than "being fake"). With this in mind, do you think it was a good or bad idea for Rodan and Fields to use infomercials to market Proactiv? Explain your answer and support it using details from the case as evidence.