? I have 4 questions need answer. Please see attachment.?
Q1. Amazon Dash Buttons
If you're running out of basic supplies such as detergent or toothpaste, Amazon has a
solution for reordering these and hundreds of other products: the Dash Buttons.
Amazon Dash Buttons are now available for more than 250 different products, including
Tide, Bounty, Clorox, Gatorade, Gillette, and more. Buttons are a small Wi-Fi connected
device. To use it, customers download the app, sign into their Prime account, connect Button
to Wi-F,i and select the product to reorder.
View Amazon's website for more information: http://www.amazon.com/b/?
node=10667898011&lo=digital-text and let's discuss the buying process.
While the buying process may vary slightly for different products and target markets, the basic 5step process remains the same: problem recognition, information search, evaluation of
alternatives, purchase decision, and post-purchase behavior. How does the Button fit into the
Are the Buttons going to work for products that require extended decision making?
Q2. Channel conflict
Even for well-designed and well-managed channels, conflict is likely to arise, since quite
often the interests of independent business entities will not coincide.
Let?s focus on possible conflicts between retailers and manufacturers. For
instance, manufacturers might prefer that the retailer sells all the manufacturer's product,
while the retailer prefers to only sell products with high enough margins; manufacturers
would prefer not a "no product returns " policy, while retailers desire to offer the "no
questions asked" return policy, etc.
What are other some examples of conflicts and what are some ways to resolve channel
Q3. Private labels (retail brands)
Many national brands are supplying products to be sold by retailers under the retailer?s own
private label. For example, Purina, Borden, Heinz ? have all admitted to supplying products
(sometimes lower in quality) ? to be sold under the retailers? own label. The practice has
been criticized by many, as it might create confusion for consumers and reinforce the
perception that all brands in a category are ?the same?.
What is your opinion on this matter? Should national brands manufacturers also supply
private label brands? If so, should the quality be lower?
Q4. Multichannel customer management
Multichannel customer management is ?the design, deployment, and evaluation of channels
to enhance customer value through effective customer acquisition, retention, and
development? (Neslin et al. 2006). As more companies become active in multiple channels
at the same time (e.g., offline stores, Web, own salesforce, etc) - there is an increasing need
for updated customer management strategies, which can effectively handle multichannel
Are there any differences in the way multichannel firms should manage their customers,
relative to the typical/historical single-channel company? In your view, what are the
challenges and questions practitioners should be able to address in a multichannel context?
You should think about both the customer side (customer behavior across channels,
customer lifetime value, etc), and the company side (for instance the potential issues of
cross-channel own sales cannibalization potential changes in the competitive intensity of the
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