Prophecy: a case study in marketing research

United States, 1985

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Episode number 4 of Series “Marketing / Coast Community College District”.
The Disney Channel is shown consulting the marketing research company ASI to find out how best to place Disney in the cable TV market. Executives from the companies explain the four P’s of marketing - product, price, place, promotion - to be considered when planning a market strategy. Examples of different types of surveys and testing are shown, including phone surveys, focus groups and previews. There is a short explanation of how the data is tabulated, indexed, collated and evaluated, but it is stressed that, however valuable the research is, intuition and experience also play a major part.

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Linda Jassim


Carol Dunn

production company

Coast Community College

Holt, Rinehart and Winston



Production places
United States
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Marketing / Coast Community College District

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Marketing / Coast Community College District


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VHS; Access Print (Section 1)

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