In its ranking of firms on the basis of customer service, global marketing information firms such as J.D. Power and media companies such as Forbes magazine and USA Today conduct independent surveys of customer satisfaction to develop a list of the top companies. The rankings below were based on ratings by USA Today. The 2014 rankings are:
1. Amazon
2. Hilton Worldwide
3. Marriott International
4. Chick-fil-A
5. American Express
6. Trader Joe’s
7. UPS
8. Sony
9. Hewlett-Packard
10. Apple

Required
1. Which of the listed firms would you classify as a cost leader and which as a differentiator?
2. Explain briefly your answer in requirement 1 above.