Multiple Choice Answers

Coca-Cola’s failure in promoting New Coke was largely due to a marketing research barrier identified as ________.

A. uneven caliber of researchers
B. personality and presentation differences
C. a narrow conception of the research
D. late and occasional erroneous findings
E. poor framing of the problem
To reach Generation Y, rock band Foo Fighters created a digital street team that sends targeted e-mail messages to members who “get the latest news, exclusive audio/video sneak previews, tons of chances to win great Foo Fighters prizes, and become part of the Foo Fighters Family.” Which of the following techniques for reaching Generation Y are the Foo Fighters using?

A. Computer games
B. Student ambassadors
C. Unconventional sports
D. Online buzz
E. Cool events