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1. What kind of elasticity does the Coca Cola executive assume Coke is? Why? 2. If the Coca Cola executive is correct, what will be

1. What kind of elasticity does the Coca Cola executive assume Coke is? Why?

2. If the Coca Cola executive is correct, what will be the effect of this marketing strategy be on the firm's revenue from selling Coke?

3. Why did the executive believe that having the cans ''within arm's reach' in the checkout line was important? Could this positioning have an effect on the price elasticity of demand?

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