light imburse your decision- making What is the cross price elasticity of demand between Coke and Pepsi ? Between Exxon gas and Shell gas ? What is the Cross Price Elasticity between Coke and Exxon gasoline Which company has higher fixed costs ? Which has higher marketing costs ? Why does Coke advertise all the time but Exxon Mobil hardly ever ? What other issues with regards to the social political labour or environmental practices of these two companies might you include that could impact your decision