3)Many marketers made a distinction between customers and consumers. For instance, coca-cola sells cola syrup directly to its customers, the operators of bottling plants. The bottlers sell bottled coke products to retailers, vending machine operators, restaurants, airlines, and so forth. Those organizations, in turn, sell coca-cola products to individual consumers who drink it. Discuss how the salient beliefs about coke products might differ for customers and consumers. How might their attitudes toward coke differ? Who should coca-cola pay more attention to its customers or the consumer? Why?
4)Discuss coca-cola’s various strategies for managing brand equity of its many products. For instance, what are the pros and cons of borrowing versus creating brand equity? Analyze coke’s attempt to revive brand equity by reintroducing the contour bottle around the world.
5)What is your opinion about the effects on consumer attitudes and intentions of coca-cola’s proliferation of choice alternatives? Why do you think so?