MARKETING 2018
19th Edition
ISBN: 9780357033753
Author: Pride
Publisher: CENGAGE L
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Question
Chapter 3.2, Problem 3C
Summary Introduction
Case summary:
Company V is a car manufacturing company that has marketed the low carbon emission vehicles. The company has utilized a “defeat device” in the software in order to change the performance of the vehicle. This software made the cars to provide a lesser performance and has released less emissions. The lower performance by the cars made people to file suit against the company. The action by the company have broken down the trust of the customer.
Characters in the case:
Company V
To discuss: The way Company V has to change their marketing strategies in order to cope up with their reputation.
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