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During the Pepsi Challenge campaign, launched while Coke was clearly the market leader by sales, ...

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During the Pepsi Challenge campaign, launched while Coke was clearly the market leader by sales, ...

Question 1.

Coca-Cola, Calvin Klein, Gucci, Tommy Hilfiger, Marlboro, and others have become leaders in their product categories by understanding ________ and desires and creating relevant and appealing images around their products.

• consumer market segments

• consumer behaviors

• consumer motivations

• consumer demographics

• consumer perceptions

Question 2.

During the Pepsi Challenge campaign, launched while Coke was clearly the market leader by sales, consumers were given blind taste tests of Pepsi and Coke and asked which flavor they preferred. Apparently, people preferred the taste of Pepsi in blind taste tests, but bought Coke when they visited the store. This is an example of Coke's ________.

• customer-based brand equity

• service-based brand equity

• mission-driven brand equity

• attribute-based brand equity

• functional-based brand equity

Textbook

Marketing Management

Edition: 13^th

Authors: Kotler, Keller

Read 72 times

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