Questions on the CDK Case: 1. Use data from Exhibit 1 to compare the relative importance of new cars versus used cars in impacting car dealers’ performances. What might this information imply to the new digital marketing plan CDK is developing? (20 Points) Your answer: 2. What top two objectives must the new, “another approach” by Melissa McCann’s team achieve in the upcoming dealer council presentation? (These would be the top overarching messages that their presentation should deliver.) (10 Points) Your answer: 3. If you were working on Melissa McCann’s team, what top 3, specific, key digital marketing initiatives would you include in the new digital marketing approach? Which specific information from the case may lend support to your specific recommendations? Why do you think these 3 initiatives would collectively help CDK solve the age-old problem of dealer-GM conflicts? (20 Points)
