01 CS CocaCola

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  Seminar Management & Marketing Ethics Case Study “Coca Cola”      Fallbeispiel: The Coca-Cola Hot Weather Vending Machine Wir alle kennen die typischen Lehrbuchzusammenhänge von Angebot, Nachfrageund Preis : Wenn bei gleichbleibender Menge eines Produkts die Nachfrage steigt , erhöht  sich der Preis . Also sollten auf realen Märkten die Dinge nach dieser ideal typischen Marktlogik laufen –tun sie aber nicht  : 1999 wollte einen neuartigen Typus von Getränkeautomat einführen, und zwar einen solchen, der die Außentemperatur misst und dann den Preis mit  steig ender Temperatur  anhebt .   „If you’re a standard marketing theorist or a standard finance guy, that is a dream! Because you really can price differentiate  “ ( Norman E. Bowie 2005) http://www.darden.virginia.edu/corporate-ethics/Video_Theory_Philosophy/index.html  „Coca-Cola is a product whose utility variesfrom moment to moment . In a final summer championship , when people meet in a stadium to have fun, the utility of a cold Coca·Cola is very high . So it is fairthat it should be more expensive . The machine will simply make this process automatic  “ ( M.DouglasIvester  1999; CEO Coca-Cola 1994–2000) Und zudem sei diese Preisdifferenzierung wegen der Korrelation von höherem Nutzen und Preis auch gerecht :Es ist für Marketingleute ein Traum, weil sie mit einer solchen Preisdifferenzierung die Zahlungsbereitschaftder Konsumenten optimal (maximal) ausschöpfen können.  „ This technology is something the Coca-Cola Co. has been looking at for more than a year  “ ( Rob Baskin 1999 (Assistant Vice President and Director of Marketing Communications).  Doch als die Sache an die Öffentlichkeit kam, brach ein Sturm der Entrüstung los und Coca-Cola beeilte sich zu dementieren, dass man einen solchen Getränkeautomaten einsetzen wollte: STATEMENT ON VENDING MACHINE TECHNOLOGY ATLANTA, October 28, 1999 Contrary to some erroneous press reports, the Coca·Cola Company is not introducing vending machines that raise the price of soft drinks in hot weather.We are expiring innovative technology and communication systems that can actually improve product availability, promotional activity, and even offer consumers an interactive experience when they purchase a soft drink from avendingmachine. Source:www.coke.com(1999) CEO Ivester  hatte die Fairness-Vorstellungen der Konsumenten völlig falsch eingeschätzt:  „Mr. Ivester  […] forgot, that in addition to finance and marketing people have intuitions about fairness . And if you violate those, then you’re up to suffer real financial reversal  “ ( Norman E. Bowie 2005) http://www.darden.virginia.edu/corporate-ethics/Video_Theory_Philosophy/index.html
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