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The Upjohn Company, based in Kalamazoo, Michigan, manufactures and markets pharmaceuticals and health-related products. With more than 19,000 employees and distribution in over 30 countries from Australia to Zaire, the company’s annual sales top $1 billion. Upjohn is constantly developing and marketing new products. One example is Rogaine. Originally developed as an anti-hypertension drug, Rogaine was shown in clinical tests to encourage moderate hair growth on some balding male volunteers. Thereafter, Upjohn quickly applied to the U.S. Food & Drug Administration (FDA) for the right to market the drug as a hair growth product in the United States.
a. Define Rogaine’s marketing problems from a marketing research perspective.
b. What type of exploratory research should Upjohn conduct?

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