Coke and PepsiCo Have Increased Market Share by About 11

question 61

Multiple Choice

Coke and PepsiCo have increased market share by about 11% since the mid-1960s. Much of this profitability can be explained by all except ________.

• A) exclusive sources of ingredients
• B) entry barriers created by large market shares
• C) tremendous brand equity
• D) ownership or control of regional bottlers

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Definitions:

Operationalization

The process of defining a fuzzy concept so as to make the concept measurable and to understand it in terms of empirical observations.

Hawthorne Effect

The effect that researchers themselves may have on an experimental group. The effect is named after an organizational study in which employees were found to be responding to the perceived interest of management rather than to the experimental condition itself.

External Validity

The extent to which the results of a study can be generalized to other situations, populations, or time periods beyond the study itself.

Diffusion

In experimental design, the problem of a treatment effect spreading from group to group as people communicate.