Question: 1. What marketing strategies did Coke use to build a strong fan base for their brand? What associations did they create with the Coke brand? 2. How was the Coke brand positioned compared to the Pepsi brand? 3. What did Coke marketing researchers fail to understand about consumer relationships and loyalty? Explain. 4. How should Coke have conducted the market research studies? 5. Was Coke more interested in attracting new customers or keeping existing ones? Explain. 6. What evidence would you have to support an argument that this debacle was deliberate? Explain. 7. What other strategies could Coke have used to thwart the competitive efforts of Pepsi? Identify two and explain. 8. What concepts in Chapter 3 would you use to explain the Coke case (e.g. sensory marketing and semiotics). 9. What type of learning theory in Chapter 4 did Coke use to build the brand? (e.g. behavioral or cognitive).