1. If customers repeatedly ask Costco to carry certain items that the company thinks are outside its price/quality “comfort zone” (because they’re too expensive or not of high enough quality), should it give in and carry the items? Why or why not?

2. Costco’s online sales are growing, but even the company itself says its online presence will never be as fancy as Amazon’s. Should the company’s online presence be an extension of the brick-and-mortar stores, or should it try to compete more directly with Amazon? Explain your answer.

3. If Costco can’t find enough land in a particular location to build its usual store format, should it leverage the Costco brand name anyway and build something smaller, such as conventional department stores or grocery stores, in these areas? Why or why not?