RSM100: Guest Lecture - Coca-Cola Exam |
Questions with 100% Correct Answers | Verified |
Latest Update 2026
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Terms in this set (49)
Who is Tim McNerney? What is Tim's Vice President of National Sales Canada
job/task at Coca-Cola? - Leading the team of sales
- Works with our customers at the head office base
He would go to customers at stores like Walmart
and Costco and negotiate with them in which way
Coca-Cola would like to have their PRODUCTS
displayed on their shelves
- about expectations of pricing and promotion
Also works with the bottler - to make sure the
integrity of the brand message and pricing
How does Coca-Cola give back? - Coca Cola (the manufacturers) runs the entire
What do they do that is so recycling program in Canada - they fund it
sustainable and progressive? What
do they do for people in - Women empowerment
communities?
- Help small businesses with equity financing or
some debt to be able to start out
,How was Nestle's organization like - It was rigid and inside the "box"
in terms of business culture? How - stay and grow inside the box
does this compare to Coca-Cola? - don't grow beyond the box or limits set
- instructions were given
But...in Coca-Cola, there was freedom (keys to the
Ferrari)
What happened with Tim and his fck- Tim was tasked with selling as much as Nestle's hot
up with Nestle's hot chocolate? What chocolate brand and he did...
is his advice to avoid such mistakes? - he didn't pay much attention and sold ALL the
year's inventory on promotion and gave every
customer the greatest discount they were going to
see
Tim stacked these stores (Walmart, etc) with the
most amount of hot chocolate they will ever see
for really cheap and no one bought it
- profitability went DOWN
The lesson was that he didn't question things
further, he didn't think about the totality of the
business
- treat like your task as if YOUR BUSINESS (to see
its impact) and not someone else's
, What does reaching customers Coca-Cola/any company (as the producer) talk all
require? Why so? How is it done? the time about their consumers - and their
messages/communication is ALSO to the
consumers
- but they don't DIRECTLY sell to the consumer
- Coca-Cola sell to the retailer (intermediately)
- Coca-Cola has to MARKET to the retailer, so they
take their products
This process of marketing is called B2B Marketing
What is B2B Marketing? It is Business 2 Business marketing: When
producers market to retailers to sell and display
their goods to the consumers
What and who is a retailer? What do They are real estate developers IN ESSENCE
they do? How can manufacturers - they just pack all or most of the shelving in the
help? store to have everything as efficient as possible
- this (the efficient shelving) determines that
GOOD'S success
Manufacturers think about how they go and
improve that space they have
What do retailers only care about? Retailers don't care about what the consumers
want from the good (the value)
- they INSTEAD CARE about if they are achieving
their goal and how efficient their stores are
Essentially, how do Producers earn success by helping their corporate
suppliers/producers earn success via retailer customers achieve their goals
B2B Marketing?
Questions with 100% Correct Answers | Verified |
Latest Update 2026
Save
Terms in this set (49)
Who is Tim McNerney? What is Tim's Vice President of National Sales Canada
job/task at Coca-Cola? - Leading the team of sales
- Works with our customers at the head office base
He would go to customers at stores like Walmart
and Costco and negotiate with them in which way
Coca-Cola would like to have their PRODUCTS
displayed on their shelves
- about expectations of pricing and promotion
Also works with the bottler - to make sure the
integrity of the brand message and pricing
How does Coca-Cola give back? - Coca Cola (the manufacturers) runs the entire
What do they do that is so recycling program in Canada - they fund it
sustainable and progressive? What
do they do for people in - Women empowerment
communities?
- Help small businesses with equity financing or
some debt to be able to start out
,How was Nestle's organization like - It was rigid and inside the "box"
in terms of business culture? How - stay and grow inside the box
does this compare to Coca-Cola? - don't grow beyond the box or limits set
- instructions were given
But...in Coca-Cola, there was freedom (keys to the
Ferrari)
What happened with Tim and his fck- Tim was tasked with selling as much as Nestle's hot
up with Nestle's hot chocolate? What chocolate brand and he did...
is his advice to avoid such mistakes? - he didn't pay much attention and sold ALL the
year's inventory on promotion and gave every
customer the greatest discount they were going to
see
Tim stacked these stores (Walmart, etc) with the
most amount of hot chocolate they will ever see
for really cheap and no one bought it
- profitability went DOWN
The lesson was that he didn't question things
further, he didn't think about the totality of the
business
- treat like your task as if YOUR BUSINESS (to see
its impact) and not someone else's
, What does reaching customers Coca-Cola/any company (as the producer) talk all
require? Why so? How is it done? the time about their consumers - and their
messages/communication is ALSO to the
consumers
- but they don't DIRECTLY sell to the consumer
- Coca-Cola sell to the retailer (intermediately)
- Coca-Cola has to MARKET to the retailer, so they
take their products
This process of marketing is called B2B Marketing
What is B2B Marketing? It is Business 2 Business marketing: When
producers market to retailers to sell and display
their goods to the consumers
What and who is a retailer? What do They are real estate developers IN ESSENCE
they do? How can manufacturers - they just pack all or most of the shelving in the
help? store to have everything as efficient as possible
- this (the efficient shelving) determines that
GOOD'S success
Manufacturers think about how they go and
improve that space they have
What do retailers only care about? Retailers don't care about what the consumers
want from the good (the value)
- they INSTEAD CARE about if they are achieving
their goal and how efficient their stores are
Essentially, how do Producers earn success by helping their corporate
suppliers/producers earn success via retailer customers achieve their goals
B2B Marketing?
