(P255-256,Chapter Case Study)Coca-Cola Introduced Coke Zero to Increase Sales Without

question 32

Multiple Choice

(p.255-256,Chapter case study) Coca-Cola introduced Coke Zero to increase sales without taking away from its existing product sales.Which of the following is NOT true about this effort?

• A)Segmentation and targeting were of little use compared to developing special advertising.
• B)The word "diet" was not used in promotion because the target segment of men did not react favorably to the "girly" connotations.
• C)A special fantasy football game was created to promote the product to the targeted segment.
• D)Although Coke has more than 400 products,sales to a carefully targeted segment can greatly increase total sales.
• E)Although the market for cola is mature,Coke plans to adapt the current products and services to meet the needs of changing market climate using the segmentation ideas developed in the launch of Coke Zero.

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Definitions:

Diffusion of Innovations

Diffusion of innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread within cultures and societies, from inception to widespread adoption.

Maintenance

The work required to keep something, such as a building, machine, or system, in good working order or condition.

Implementation

The process of putting a decision or plan into effect; the execution of a policy, program, or project.

Change Agent Skills

Competencies required to facilitate change, including leadership, influence, negotiation, and implementation strategies.