marketing midterm study guide

The america drink classic associations emerging from

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The America drink / classic - Associations emerging from the south during reconstruction o WWI o WWII o Emergence of consumer culture ‘50s o 1970’s globalization and international peace During all this, coke stayed the same o ’71 Coke’s market share died o Pepsi Promotional Strategies were more effective Pepsi Generation
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Pepsi Challenge Promotional strategy NOT marketing research ** * Establish Causality : 3 requirements - Empirical relationship o Provable or verifiable by experience or experiment o Observation rather than theory - Cause cannot come after effect - Can’t be other causes * Validity : 2 types - Internal : establish causation - External : “extraneous factors” o What my dad drank o Classic o Survival - How it tastes is not the whole thing Internal External Cognitive Behavioral Cultural Cause/Effects … experiments Observational / interview Ethnography Conclusion: All we know is that people like Pepsi 2 oz shots better than a 2 oz shot of coke It would be risky of Coke to generalize these things… because obviously no one wants a 12 oz drink of something so sugary like Pepsi and not want to vomit.
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Christopher Reinemann
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