2. 职称英语
  3. In April 1985, the management of the Coca-Cola Company announced its decisio

In April 1985, the management of the Coca-Cola Company announced its decisio

游客2024-07-29  59
问题     In April 1985, the management of the Coca-Cola Company announced its decision to change the flavor of the company’s flagship brand. This decision was made based on the fact that Pepsi consumer re search discovered in blind taste tests that a majority of consumers preferred the taste of Pepsi to that of Coke. The "Pepsi Challenge" campaign made this public knowledge and Coke executives quickly moved to change America’s top brand. New Coke came in a new can, with updated red and silver graphics re placing the traditional red and white look. Although taste tests of the New Coke had shown that majority of those tested preferred the new product, these tests could not gauge(评估) the emotional appeal of the "old" Coke. In other words, consumers want their cake and eat it too. A large public cried one after another during the 79 days when old Coke was no longer on the shelves. Coca-cola quickly reintroduced the "old" Coke when they realized market share was falling and named it Classic Coke. Volume for the classic brand has risen 24 percent since 1984, making it the No. 1 soft drink in the land since 1987. Consumers became even more loyal to the brand after it was temporarily taken away from them.
选项 A、consumers’ Loyalty to the Old Coke Brand.
B、Competition between Coca-Cola and Pepsi.
C、New Coke—A Lesson in Brand Loyalty.
D、Always Coca-Cola.
答案 C
解析 主旨题。本文讲的主要内容就是Coke-cola的一场品牌忠诚度测验战，因为和百事可乐的竞争，可口可乐公司撤下旧可乐，但是消费者竞相呼喊召回旧可乐，可口可乐公司也意识到自己的市场份额下降，于是采取措施引回旧可乐，结果销售量上升。所以，本文的最佳题目就是C。
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