Review CVS Case Study (click here to access) and the website of CVS, a chain of pharmacies with store front locations. Pay close attention to the ExtraCare program offered by CVS.
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Answer the following questions following the assignment guidelines listed below:
1. Visit the CVS/pharmacy website (http://www.cvs.com). What other benefits does CVS provide to ExtraCare customers? Provide examples of both utilitarian and hedonic value.
2. Suppose a major competitor launches its own customer value card program. How might CVS respond? What recommendations would you give CVS to improve the ExtraCare program.
3. What are the advantages and disadvantages of not requiring personal information from customers for participating in the ExtraCare program?
4. What ethical issues would CVS need to consider before changing their ExtraCare policy to require an address and phone number?
References must come from sources such as scholarly journals found in EBSCOhost, CNN, online newspapers such as The Wall Street Journal, government websites, etc.
Sources such as Wikis, Yahoo Answers, eHow, blogs, etc. are not acceptable for academic writing.