1. What changes did Kmart make to its store in Chicago? Why? 2. What measures should Kmart use to evaluate whether the changes to the store were successful? 3. What marketing research methods would you recommend to a retailer like Kmart to learn more about the consumer shopping experience in its stores and to better understand what consumers think about Kmart? 4. Why is Kmart losing so much money? What is Kmart CEO Ed Lampert doing to try to improve the retailer’s performance.
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