In a Much- Discussed Marketing Failure, Coca- Cola Launched "New

question 50

Multiple Choice

In a much- discussed marketing failure, Coca- Cola launched "new Coke" on the basis of successful taste tests, only to encounter massive resistance when consumers discovered that their familiar Coke (now being called Classic Coke) would no longer be available. Even though many consumers probably would have bought the new flavor on their own, they felt that the company had taken the right to choose away from them. This hostile public outcry is an example of:

• A) door- in- the- face
• B) decision polarization
• C) norms
• D) reactance
• E) private response

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Definitions:

Touch Point

Any interaction or point of contact between a brand and its customers, covering a wide range of platforms, including physical and digital channels.

Customer Satisfaction

An evaluation of the extent to which a company’s products or services exceed or satisfy the anticipations of its customers.

Order Cycle Time

The total time from when a customer places an order until the product is delivered, encompassing processing, production, and shipping stages.

Fill Rate

The percentage of customer or production orders satisfied from stock at hand, a key performance metric in inventory management.