Zappos offers consumers and brands things that traditional stores may not. Which of the following is true?
a. Zappos offers specialty products at a steep discount to consumers, while helping brands grow their equity through awareness.
b. Zappos use of captive brands allows companies to brand into new areas with minimal risk to their other brands. Customers benefit from captive brands because they get high quality without always paying the highest price.
c. Zappos offers consumers the ability to compare shopping products with the one-stop shopping of convenience products, while offering brands the ability to leverage their brand equity while still being available in a wide product mix.
d. Zappos offers a unique co-branding strategy for its vendors that allows them to brand with Zappos and give customers access to more brands than possible in a show store.
Ans: c. Zappos offers consumers the ability to compare shopping products with the one-stop shopping of convenience products, while offering brands the ability to leverage their brand equity while still being available in a wide product mix.
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