Questions
1.Is this a customer service problem? Why or why not?
2. Marketing channels are the arrangement of intermediaries (wholesalers, retailers, and the like) that the firm uses to achieve its marketing objectives. Is the problem discussed in Handy Andy's marketing channels? Why or why not?
3. Logistics channels handle the physical flow of goods or services. Is the problem discussed in Handy Andy's logistics channel? Why or why not?
4. It appears that the factory distributors are exploiting the smaller dealers. Yet from what we can tell, Handy Andy in St. Louis has heard no complaints from the smaller dealers. Why wouldn't they complain?
5. What should Handy Andy's marketing vice president do? Why?
6. Redesign the warranty postcard, staying within the same dimensions, and include questions or statements that will make it easier for Handy Andy headquarters to detect whether installation practices of the type discussed in this case occur
7. In the case is the statement, "The factory distributors in these few cities indicated that they, not Handy Andy, Inc., stood behind the one-year warranty." Is this a problem for Handy Andy? Why or why not?
8. Assume that the situation described in question 7 is a problem. How should the firm deal with it?
Attachment:- reading_and_questions.rar