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In 1985, the Coca-Cola Company made a classic marketing blunder with its deletion of its popular Coca-Cola product and introduction of what it called New Coke. Analysts now believe that most of the company's problems resulted from poor marketing research. As the public demanded their "old Coke" back, the company relented and reintroduced Coca-Cola Classic (which has regained and surpassed its former position) while New Coke owns only 0.1 percent of the market. Which of the following marketing research mistakes did Coca-Cola make?
a. They did not investigate pricing correctly and priced the product too high.
b. They did not investigate dealer reaction and had inadequate distribution.
c. They defined their marketing research problem too narrowly.
d. They failed to account for the Pepsi Challenge taste test in their marketing efforts.
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