Q Case 8.17 1. Why did the executives at Coke decide to go forward with the marketing studies? What questions from the models you have studied could they have asked themselves in order to avoid the problems that resulted? 2. Make a list of everyone who was affected by the decision to fix the numbers in the Richmond test market. 3. Make a list of all of the consequences Coke experienced as a result of the Richmond rigging. “The initial decision was flawed, and the rest of the problems resulted from that flawed decision,” was an observation of an industry expert on the Richmond marketing test. What did the expert mean with this observation? 4. List the total costs to Coke of the Richmond rigging. Be sure to list any costs that you don’t have figures for but that Coke would have to pay. Do you think those costs are done and over? 5. What lessons should companies learn from the Whitley firing and lawsuit? What changes do you think Coke has made in its culture to comply with the SEC settlement requirements? Are there some lessons and elements for a credo in the conduct of individuals in this case?