1. After it admitted that it had rigged its diesel engine cars to cheat on emissions tests,...

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1. After it admitted that it had rigged its diesel engine cars to cheat on emissions tests, Volkswagen agreed to pay $4 billion in fines, buy back 600,000 diesel vehicles from American consumers, and settle a class action suit for $25 billion. How does the past scandal affect Volkswagen’s ability to market its presentgeneration diesel engines based on its pollutant emissions? What strategy should it use? (AACSB:
Written and Oral Communication; Information Technology; Reflective Thinking)

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Principles Of Marketing

ISBN: 9780130286413

5th Canadian Edition

Authors: Philip T. Kotler, Gary Armstrong, Peggy Cunningham

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