QUESTION 1 1.67 Identify the most relevant (a) directional strategy and (b) marketing strategy in the Amazon case below by 1. Identifying the relevant concept and briefly discussing it. 2. Identifying the relevant information from the case, and 3. Linking them together in an argument, e.g. such and such concept is applied because in the case such as such is discussed and this concept involves such and such. CASE: From the beginning our focus has been on offering our customers compelling value. We realized that theWeb was, and still is, the World Wide Wait. Therefore, we set out to offer customers something they simplycould not get any other way, and began serving them with books. We brought them much more selection thanwas possible in a physical store (our store would now occupy 6 football fields, and presented itina useful, easy-to-search, and easy-to-browse format in a store open 365 days a year, 24 hours a day. We maintained a dogged focus on improving the shopping experience, and in 1997 substantially enhanced our store. We now offercustomers gift certificates, 1-Click shopping, and vastly mor reviews, content, browsing options, andrecommendation features. We dramatically lowered prices, further increasing customer value. Word of mouthremains the most powerful customer acquisition tool we have, and we are grateful for the trust our customershave placed in us. Repeat purchases and word of mouth have combined to make Amazon.com the market leaderin online bookselling. For the toolbar, press ALT+F10 (PC) or ALT+FN+F10 (Mac). B I US Paragraph Arial 14px A V Save ick Save and Submit to save and submit. Click Save All Answers to save all answers. () QUESTION 2 Identify the most relevant marketing strategy concepts in the case below by 1. Identifying the relevant concept and briefly discussing it. 2. Identifying the relevant information from the case, and 3. Linking them together in an argument, eg, such and such concept is applied because in the case such as such as discussed and this concept involves such and such. CASE: Drug manufacturers spend billions of dollars in advertising and promotions through frontend standard media such as television, radio, newspapers, and magazines. The back-end promotion is accomplished by offering samples and other incentives to doctors and retailers for prescribing their drugs. Aggressive advertising has been questioned by many government agencies and organizations. For the toolbar, press ALT+F10 (PC) or ALT+FN+F10 (Mac). BIUS Paragraph Arial 14px V !!! Save A ck Save and Submit to save and submit. Click Save All Answers to save all answers