buyer and a seller Assume that there exists asymmetrical dependence behaving. se the following ques. ons two ways: First, assume he buyer lepndent; sext, assun the seller is more dependent. i. How do you reduce uncertainty if you are a buyer? A seller? ii. How is the relationship with your buyers/sellers different from the way it would be with symmetrical interdependence? 2. You've been appointed as the new CMO for a large packaged goods company. Your CEO has decided that your company will be the premiere "relationship" company in your industry. i. How will you execute that? ii. What role will interactivity play in your plans? 3. Your cable operator Sun-Moon DTV collects very specific data about household television viewing. It knows which programs are recorded and watched (and when and how many times), which programs are recorded and never watched, and which programs are downloaded to tape or DVD. It also knows when a particular part of a program is watched more than once (a sports play, or a favorite cartoon, or movie scene, or commercial). i. What are the implications of that knowledge for privacy? ii. How might Sun-moon DTV use this information to increan the vue it offers to advertisers and marketers? 4. From the customer's perspective, which is better: to buy through one channel or several channels? The obvious answer is to have multiple channels available-order from the Web, make returns at the store, check on delivery by phone-and have all of those contact points able to pick up where the last left off. i. Is there any advantage-to the customer-of using only one channel? ii. Why does research show that customers who use more than one channel are more likely to be more valuable than those who use only one? 5. Based on what we now know about the essence of relationships, what conditions would have to be met before a relationship would be possible for the following cases: i. is it possible for a customer to have a relationship with a commercial (or other) firm? ii. Is it possible for a customer to have a relationship with a brand? 6. What are likely to be the best measures of actual and potential value for each of the following customer bases? How would you confirm that your answer is right? i. Customers for a large regional supermarket chain? ii. "Customers" fora political campaign? 7. For each of the following productcategories, name a branded example, then hypothesize about how you might categorize customers by their different needs: i. Cosmetics ii. Hotel rooms 8. In the credit card industry, what drivers of profitable lifetime duration would you expect?