Procter & Gamble's Tide detergent does not phone or call on all of its consumers to get to know them personally. Instead, Tide creates engagement and relationships through brand-building advertising, Web sites, and social media presence. Which of the following types of associations would be most profitable for the firm to develop with these customers?
A) full partnerships
B) basic relationships
C) joint ventures
D) strategic alliances
E) business partnering

Question

Quizplus · Accepted Answer

Basic relationships would be the most profitable for Tide to develop with its customers. These types of relationships are less intensive than partnerships or joint ventures, but still allow the brand to engage and connect with customers through advertising and social media. This approach aligns with Tide's strategy of building relationships with customers through brand-building activities rather than personalized interactions.

Procter & Gamble's Tide Detergent Does Not Phone or Call