Scenario 11-1 In 2006, Coca-Cola North American Debuted Gold Peak Iced Tea

question 9

Multiple Choice

Scenario 11-1
In 2006, Coca-Cola North American debuted Gold Peak iced tea. According to Ray Crockett, spokesperson for Coke, "In looking at the ready-to-drink tea market, we found that the one place that nobody seemed to be playing was in the category of classic iced teas like mother used to make. Gold Peak is a quality product that brings back that classic taste."
-Refer to the scenario. The tea has high marketing costs as well as high production costs. Promotions for the product are aimed at informing consumers that this premium product tastes like it's home-brewed. In which stage of the product life cycle is Gold Peak iced tea?

• A)introductory
• B)growth
• C)maturity
• D)decline

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