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I need help with a Marketing question. All explanations and answers will be used to help me learn.
To receive full credit, each question response must cite at least one to two journal articles or trade publications. Please cite all sources at the bottom of your responses using your choice of either APA or MLA style (Google scholar has an easy tool for copying citations). All writing must be based on some facts or literature research, not purely based on your opinions.
This case challenges students to use CDK’s big data and analytics capabilities to address the inherent conflict between dealers and manufacturers: when marketing to potential customers, manufacturers wanted consistency across dealer websites to maximize sales of their targeted brands, while dealers wanted flexibility to sell what they had in inventory.
After reading and analyzing the case, students will be able to:
· Demonstrate how big data and analytics can be used to solve channel conflict
· Explain how franchisors and franchisees have different perspectives on the value of data on retail operations
· Recognize benefits of big data and analytics that reach well beyond the obvious potential improvements to marketing and operational effectiveness
· Articulate the value of data analytics for channel management
· Appraise the benefits of real-time website customization
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