1.

Using one of the e-businesses below as an example, explain how e-marketer could
create customer value throughout the entire product/brand experience. Your
answer should encompass all of the following concepts:
Answer: Assuming I choose, bricks and clicks retailer for home ware. It is a business
model where businesses have both an online and physical store location which is
integrated to one retail strategy. To create customer value throughout full brand and
product experience and hereby first we have to understand customer value. Customer
Value is said to be the perception of what a product or service is worth to a customer
versus the possible choices. To create real value, we must first comprehend the concept
of customer value, what a customer considers valuable, how a customer's value demands
evolve over time, and how to obtain customer feedback.
The value of a product is determined by its concept.
The three level of product are-
• Core product
• Actual product
• Augmented product
The fundamental customer value is the first and most basic level.
It's all about the essential advantages. The tangible physical product is not the
fundamental product. You are not permitted to touch it. Because the benefit of the
product is what makes it valuable to you, the core product is the benefit of the product.
The actual product is the second. It provides us with all of the essential advantages. This
involves developing product features, design, a quality level, a brand name and even a
packaging. Finally, the levels of product are completed with the augmented product. It is
the extra value or benefits that we receive.

2. What is omni-channel marketing? (3%) Why should businesses consider omni channel
marketing? Justify your answer. (4%) Identify some of the potential opportunities and
challenges and omni-channel marketing. Suggest ways that marketers can respond to
those challenges.
Answer: Omni-channel marketing aims to provide customers with a consistent, tailored
experience regardless of the channels or devices they utilize.
Omni-channel marketing gives clients with a fully seamless and integrated purchase
experience from the first touch point to the last. This means that each channel contributes
to a unified message, voice, and identity for your company. This means that customers
will have the same experience regardless of how they connect with you, whether it's
through your website, mobile app, Facebook page, phone call, or in person.
How individuals engage with you has no bearing on what they encounter during their
purchasing journey with you. As a result, firms should think about using Omni-channel
marketing because: • Customer Retention and Loyalty are high. • Customer gets a
smoother Journey. • More Integrated Business.
An omnichannel approach benefits businesses by offering them a better awareness of
their inventory and the ability to fulfill requests from any location.
An overall strategy that assists businesses in stock optimization and the development of
superior refill operations. Retailing Omni channel has the potential to reshape the retail
landscape. It makes it easier for connected consumers to get information, compare
product specifics, increase choice and increase comfort and the range of buying
possibilities. However, Omni channel appears to have larger profit margins. Each channel
is supplied with costs, nevertheless. Multi-site inventory storage, packing and delivery
costs money. Finally here are some key point.

• It helps to focus on the right channel. Challenges- • Ineffective content strategy •

Improper utilization of user data • Isolated analytics measurement • No action on new
findings.
Bonus question

Trading online increasingly involves developing multi channel strategies. Identify

the potential benefits and challenges for companies using multi channel strategies.
Illustrate your answer with examples.
Answer: Multi channel marketing tends to offer customers more than 1 way to buy
something, for instance be site, retail store and catalog. Retailers try to manage
consumers through databases accessible by all employees. For example, NBC million its
million online users to subscribe to the site content, download widgets and add content.