6. L’Oréal (a large multinational cosmetics manufacturer) has launched ‘Make-up Genius’ which is a smartphone app...

6. L’Oréal (a large multinational cosmetics manufacturer) has launched ‘Make-up Genius’ which is a smartphone app that allows consumers to see how L’Oréal cosmetics will look when applied to the customer’s face. Consumers can buy L’Oréal products directly from the app.

a) In general, what functions are performed by channel intermediaries?

b) Explain how the functions performed by channel intermediaries in the sale of cosmetics may change as a result of the introduction of this app.

c) Discuss the advantages and disadvantages to L’Oréal of this new product.

Expert Solution

Amanda K answered 1 month ago

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