首页
登录
职称英语
Although Coca-Cola Co: spent nearly $ 2 billion last year advertising its v
Although Coca-Cola Co: spent nearly $ 2 billion last year advertising its v
游客
2023-08-30
16
管理
问题
Although Coca-Cola Co: spent nearly $ 2 billion last year advertising its various brands around the globe, it saw its share of the critical U. S. cola market decline. Meanwhile, Pepsi Co. is riding a sizzling (火热的) Britney Spears-led ad. campaign to a bigger share, sod has launched an audacious (大胆的)assault on Coke’s long-held sponsorships. The cola. fight is heating up. And Pepsi is landing most of the punches.
Pepsi’s share of the U.S. carbonated soft-drink market rose to 31.65% last year, average Digest report. Coke brands, including Diet Coke and Sprite, still lead easily with a 43.7 % share--but that’s down four-tenths of a point. Both companies’ flagship colas, which together account for 1 of 3 sodas sold in the U.S., lost share last year. But Coke’s lost more, and Pepsi scored big with new flavors Code Red and Lemon Twist.
Pepsi. Co. recently embarrassed its bigger rival by snatching away the National Football League sponsorship, which had been Coke’s for 22 years. Coke dismisses the NFL setback as less important than the individual sponsorships it retains with two-thirds of the league’s teams. "We’re still an NFL sponsor," asserts Jeff Dunn, head of Coke in the Americas. He insists that the "passion point", for consumers is local teams. He says the cost of the league sponsorship had escalated (逐步高升) beyond its value. Beneath Coke’s outward calm, executives are angry over the NFL loss. Now, some on Coke’s board are sad to be upset that Pepsi outdid Coke’s management. This Sets up a marketing competition later this year as Coke tries to tie itself to NFL from the bottom up, team by team, and Pepsi tries to do the same thing from the top down, leveraging its deal with the league.
Coke has hardly been sitting on its thumbs. Last year it brought out Diet Coke with lemon, and the company is now gearing up to launch Vanilla Coke. Yet if Wail Street is the judge of who’s winning, there’s no contest. Pepsi shares are trading near the an-time high and have almost doubled during Coke’s long depression. Pepsi rates a strong buy from twice as many analysts. The news is not better for Coke among advertising expert. "There’s nothing great going on ever there, "says marketing consultant AI Ries M Atlanta. He gives Pepsi far better marks for "effectively using visuals like Britney Spears to reinforce Pepsi’s image that it is for the young generation". And for companies that sell very similar sugar water, image is everything. [br] According to AI Ries Pepsi is so successful because it ______.
选项
A、would like to spend billions of money on the promotion of its products
B、has twice as many advertising experts to turn to for consultation
C、is always changing its image to cater to the taste of the young people
D、can make effective use of famous stars popular with the young people
答案
D
解析
细节题。根据本文末段AI Ries认为百事可成功的原因是能有效地利用布兰妮来提升百事可乐的形象,故选D。
转载请注明原文地址:https://tihaiku.com/zcyy/2969317.html
相关试题推荐
Althoughtherearebodylanguagesthatcancrossculturalboundaries,cultur
Hasyourchildcrackedabookthissummer?Althoughadultsoftenjumpat
Hasyourchildcrackedabookthissummer?Althoughadultsoftenjumpat
Nearlyallsurgicalstudentsstickthemselveswithneedlesand【C1】______ins
Nearlyallsurgicalstudentsstickthemselveswithneedlesand【C1】______ins
Nearlyallsurgicalstudentsstickthemselveswithneedlesand【C1】______ins
Nearlyallsurgicalstudentsstickthemselveswithneedlesand【C1】______ins
Nearlyallsurgicalstudentsstickthemselveswithneedlesand【C1】______ins
Nearlyallsurgicalstudentsstickthemselveswithneedlesand【C1】______ins
Nearlyallsurgicalstudentsstickthemselveswithneedlesand【C1】______ins
随机试题
Sciencemovesforward,theysay,______throughtheinsightsofgreatmenofgen
实验中用来测量管道中流量的仪器是()。A.文丘里流量计 B.环形槽 C.毕
关于六腑下列哪项是对的()A.肺、胃、大肠、小肠、膀胱、胆囊 B.大肠、小
细集料筛分试验有水洗法和干筛法。对水泥混凝土用细集料必须采用干筛法。()
A.肺水肿 B.血容量不足 C.心功能不全 D.呼吸窘迫综合征 E.充血
2020年我国农产品贸易额2468.3亿美元,同比增8.0%。其中,出口额同比减
液的生理功能是A.润泽肌肤 B.化生血液 C.温煦脏腑 D.充养脑髓
结核性胸腔积液的治疗过程中,进行胸腔穿刺抽液,每次抽液量不宜超过10OOml,是
最适用于神经阻滞的局麻药是A.普鲁卡因 B.丁卡因 C.利多卡因 D.布
鉴别原发性醛固酮增多症与失钾性肾病的试验是A.高渗盐水试验 B.水利尿试验
最新回复
(
0
)