One day while doing some research for one of his college courses in the library, he noticed a section of books about human evolution and it occurred to him to see whether they had any information about why white teeth were so important in the first place.
According to evolutionary biologists, human beings, just like other animals, evolved natural preferences in sexual selection that cause us to be attracted to one another on the basis of physical features that are indicators of good physical health and genetic material (Margulis & Sagan, 2000; Zuk, 2002). More specifically, features such as well-formed white teeth provide visual cues of good health and immunity systems because the production of healthy enamel requires good health and sufficient caloric resources. Therefore, in addition to providing evidence of good health, white teeth also suggest greater access to food resources.
During early human evolutionary periods, access to food resources would have been one of the principal factors considered by females in sexual selection because they depended on the male who fathered their children to be good providers for their children (Margulis & Sagan, 2000; Zuk, 2002). Moreover, in modern times, white teeth (and straight teeth rather than crooked teeth) provide a visual indication of professional success and access to financial resources since wealthier men are more likely to be able to afford good dental care or cosmetic dentistry whereas missing teeth or crooked teeth or discolored teeth might suggest that someone is less financially well-off (Ackerman, 1999). Mike realized that white teeth were much more important than he ever realized.
Identification of the Problem and its Solution
The more Mike came to understand about why good teeth mattered so much to women the more important it became to him to find out why his teeth were so discolored and why neither of the teeth whitening products he tried had...
Toothpaste is never just toothpaste, a dress is never just a dress, a car is never just a car in those economies where consumers have demand for a variety of options and the ability to consume a selection of products and services. There are several economic principles at play including demand, customer satisfaction, consumer choices and the income effect. Products in countries where the average consumer has minimal disposable income such
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Figure 6 resoundingly illustrates how critical reassurance of cleanliness and quality are to anyone who purchases toothpaste. Integrated Marketing Communications Objectives First, to conclusively align the snore reduction aspects of the tooth paste with accentuated health through immunity from bacteria and a feeling of cleanliness from using the toothpaste periodically. Second, to define a unique and defensible marketing position for the snore reduction tooth paste including a unique value proposition that will
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