RSM100: Guest Lecture - Coca-Cola Exam
Questions and Answers with Verified
Solutions | Latest Updated 2026
Who is Tim McNerney? What is Vice President of National Sales Canada
Tim's - Leading the team of sales
job/task at Coca-Cola? - 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
What do they do that is so entire
sustainable and progressive? recycling program in Canada - they fund it
What - Women empowerment
do they do for people in - Help small businesses with equity
communities? financing or
some debt to be able to start out
,How was Nestle's organization like It was rigid and inside the "box"
- - stay and grow inside the box
in terms of business culture? How - don't grow beyond the box or limits set
does this compare to Coca-Cola? - instructions were given
But...in Coca-Cola, there was freedom
(keys to the
Ferrari)
What happened with Tim and his Tim was tasked with selling as much as
fck- Nestle's hot
up with Nestle's hot chocolate? chocolate brand and he did...
What - he didn't pay much attention and sold
is his advice to avoid such ALL the
mistakes? 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)
require? Why so? How is it done? talk all
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 They are real estate developers IN
do ESSENCE
they do? How can manufacturers - they just pack all or most of the shelving
help? in the
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
Questions and Answers with Verified
Solutions | Latest Updated 2026
Who is Tim McNerney? What is Vice President of National Sales Canada
Tim's - Leading the team of sales
job/task at Coca-Cola? - 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
What do they do that is so entire
sustainable and progressive? recycling program in Canada - they fund it
What - Women empowerment
do they do for people in - Help small businesses with equity
communities? financing or
some debt to be able to start out
,How was Nestle's organization like It was rigid and inside the "box"
- - stay and grow inside the box
in terms of business culture? How - don't grow beyond the box or limits set
does this compare to Coca-Cola? - instructions were given
But...in Coca-Cola, there was freedom
(keys to the
Ferrari)
What happened with Tim and his Tim was tasked with selling as much as
fck- Nestle's hot
up with Nestle's hot chocolate? chocolate brand and he did...
What - he didn't pay much attention and sold
is his advice to avoid such ALL the
mistakes? 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)
require? Why so? How is it done? talk all
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 They are real estate developers IN
do ESSENCE
they do? How can manufacturers - they just pack all or most of the shelving
help? in the
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
