Answered: real thing I'd like to teach the world…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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New Coke - A Complete Disaster I'd like to buy the world a home And furnish it with love Grow apple trees and honey bees And snow white turtle doves I'd like to teach the world to sing In perfect harmony I'd like to buy the world a Coke And keep it company That's the real thing I'd like to teach the world to sing In perfect harmony And I'd like to buy the world a Coke And keep it company It's the real thing I'd like to buy the world a Coke And keep it company It's the real thing I'd like to buy the world a Coke And keep it company It's the real-thing What happened that presented a need/purpose of the communication? Who was determined to be the audience to receive the message? What was the ultimate message? Who was the sender of the message? Was this the appropriate person? What feedback was received from the audience? What kind of response was given to this feedback? What would you do differently? How does this case illustrate ways in which businesses need to communicate to consumers before, during, and after product changes? What did Coca-Cola not hear from their customer base prior to changing the product?

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