Question 1

Which of the following is a well-stated communication objective?

Accepted Answer

A)  Increase awareness in target market 
B)  Reduce customer complaint by 5% 
C)  Increase sales by 10% over the next 12 months 
D)  Increase awareness by 15% in the next 6 months 
E)  All of these 
A)  Increase awareness in target market 
B)  Reduce customer complaint by 5% 
C)  Increase sales by 10% over the next 12 months 
D)  Increase awareness by 15% in the next 6 months 
E)  All of these D

Question 2

Under the competitive parity method, the communication budget is set so that:

Accepted Answer

A)  the retailer's share of the communication expenses equals its share of the market 
B)  sales forecasts will not affect the budget 
C)  retailers can exploit opportunities they confront in the market 
D)  it resembles a fixed percentage of sales 
E)  surplus cannot be allocated to other categories 
A)  the retailer's share of the communication expenses equals its share of the market 
B)  sales forecasts will not affect the budget 
C)  retailers can exploit opportunities they confront in the market 
D)  it resembles a fixed percentage of sales 
E)  surplus cannot be allocated to other categories A

Question 3

What is the advantage of using either the affordable method or the percentage-of-sales method for setting retail communication budgets?

Accepted Answer

It ensures the retailer will not spend beyond its means

Question 4

What is based on the economic principle that firms should increase communication expenditures so long as each additional dollar spent generates more than a dollar of additional contribution?

Accepted Answer

The answer of What is based on the economic principle...

Question 5

What do retailers need to do to develop a strong set of associations and a clearly defined brand image?

Accepted Answer

A)  Focus on specifics of the retail mix that directly affect the way the customer shops 
B)  Keep their prices low 
C)  Offer the services the customer wants 
D)  Be consistent by portraying the same message to the customer over time and across all elements of the retail mix 
E)  Integrate the elements of the retail mix and fine tune which element creates the largest margins 
A)  Focus on specifics of the retail mix that directly affect the way the customer shops 
B)  Keep their prices low 
C)  Offer the services the customer wants 
D)  Be consistent by portraying the same message to the customer over time and across all elements of the retail mix 
E)  Integrate the elements of the retail mix and fine tune which element creates the largest margins

Question 6

Why is marginal analysis not widely used for setting the communication budget?

Accepted Answer

Marginal analysis is not widel

Question 7

The Internet allows retailers to communicate with customers by:

Accepted Answer

A)  e-mail 
B)  affiliate programs 
C)  banner ads 
D)  web sites 
E)  all of these 
A)  e-mail 
B)  affiliate programs 
C)  banner ads 
D)  web sites 
E)  all of these

Question 8

Why is it necessary for retailers to develop and implement a communication program?

Accepted Answer

A)  To encourage customers to buy 
B)  To increase customer awareness of their Internet sites 
C)  To attract customers to their stores 
D)  To build appealing brand images 
E)  All of these 
A)  To encourage customers to buy 
B)  To increase customer awareness of their Internet sites 
C)  To attract customers to their stores 
D)  To build appealing brand images 
E)  All of these

Question 9

Direct marketing includes all of the following, except:

Accepted Answer

A)  YouTube 
B)  E-mail 
C)  Direct mail 
D)  Mobile marketing 
E)  Catalogue delivered directly to a consumer 
A)  YouTube 
B)  E-mail 
C)  Direct mail 
D)  Mobile marketing 
E)  Catalogue delivered directly to a consumer

Question 10

What is the major disadvantage associated with using the competitive parity method of determining a retail communication budget?

Accepted Answer

The method does not allow reta

Question 11

Who would be in the target audience for publicity generated when a hobby store donated $1,000 in art supplies to a local school system?

Accepted Answer

Student descriptions of the target audie

Question 12

A communication objective would be used to:

Accepted Answer

A)  reduce employee turnover by 10% 
B)  increase store sales over the next seven or fewer days 
C)  increase store profits 
D)  make consumers aware of the store and its merchandise 
E)  do all of these 
A)  reduce employee turnover by 10% 
B)  increase store sales over the next seven or fewer days 
C)  increase store profits 
D)  make consumers aware of the store and its merchandise 
E)  do all of these

Question 13

__________refers to the number of potential customers in the retailer's target market that could be exposed to an ad in a given medium.

Accepted Answer

A)  Impact 
B)  Frequency 
C)  Coverage 
D)  Cost 
E)  Reach 
A)  Impact 
B)  Frequency 
C)  Coverage 
D)  Cost 
E)  Reach

Question 14

To effectively implement and evaluate a communication program:

Accepted Answer

A)  the target audience needs to be defined 
B)  objectives must be clearly stated in quantitative terms 
C)  the degree of change expected needs to be defined 
D)  the time period over which change will be realized needs to be defined 
E)  all of these 
A)  the target audience needs to be defined 
B)  objectives must be clearly stated in quantitative terms 
C)  the degree of change expected needs to be defined 
D)  the time period over which change will be realized needs to be defined 
E)  all of these

Question 15

What can a retailer do to build the brand equity of its firm or private label merchandise?

Accepted Answer

In order for a retailer to build the bra

Question 16

Which of the following is not a factor in selecting media?

Accepted Answer

A)  Cost 
B)  Timing 
C)  Impact 
D)  Coverage 
E)  Reach 
A)  Cost 
B)  Timing 
C)  Impact 
D)  Coverage 
E)  Reach

Question 17

Why is marginal analysis the most economically correct method for setting communication budgets?

Accepted Answer

Marginal analysis is based on the econom

Question 18

If the communication objective were to increase lunch-hour shopping, a store manager could determine his or her communication budget by determining what tactics to use to reach this goal and the costs involved in implementing these tactics. Which method of establishing a retail
communication budget would the store manager be using?

Accepted Answer

The object

Question 19

How can frequency for Internet advertising be assessed?

Accepted Answer

When assessing frequency for I

Question 20

The value that brand image offers retailers is referred to as:

Accepted Answer

A)  brand loyalty 
B)  product loyalty 
C)  category awareness 
D)  brand position 
E)  brand equity 
A)  brand loyalty 
B)  product loyalty 
C)  category awareness 
D)  brand position 
E)  brand equity

Which of the following is a well-stated communication objective?

Under the competitive parity method, the communication budget is set so that:

What is the advantage of using either the affordable method or the percentage-of-sales method for setting retail communication budgets?

What is based on the economic principle that firms should increase communication expenditures so long as each additional dollar spent generates more than a dollar of additional contribution?

What do retailers need to do to develop a strong set of associations and a clearly defined brand image?

Why is marginal analysis not widely used for setting the communication budget?

The Internet allows retailers to communicate with customers by:

Why is it necessary for retailers to develop and implement a communication program?

Direct marketing includes all of the following, except:

What is the major disadvantage associated with using the competitive parity method of determining a retail communication budget?

Who would be in the target audience for publicity generated when a hobby store donated $1,000 in art supplies to a local school system?

A communication objective would be used to:

__________refers to the number of potential customers in the retailer's target market that could be exposed to an ad in a given medium.

To effectively implement and evaluate a communication program:

What can a retailer do to build the brand equity of its firm or private label merchandise?

Which of the following is not a factor in selecting media?

Why is marginal analysis the most economically correct method for setting communication budgets?

How can frequency for Internet advertising be assessed?

The value that brand image offers retailers is referred to as:

Introduction to the World of Retailing

Types of Retailers

Customer Buying Behaviou

Retail Market Strategy

Retail Locations Strategytrade Area Decisions and Site Assessment

Store Design, Layout, and Visual Merchandising Strategy

International Retailing Strategy

Financial Strategy

Information Systems and Supply Chain Management

Merchandise Management

Buying Strategies

Retail Pricing

Human Resource Management and Staff Training Issues

Building Customer Loyalty: Customer Relationship Management and Service Strategies

Filters

Exam 15: Appealing to the Customer: Retail Communication Mix

Which of the following is a well-stated communication objective?

Under the competitive parity method, the communication budget is set so that:

What is the advantage of using either the affordable method or the percentage-of-sales method for setting retail communication budgets?

What is based on the economic principle that firms should increase communication expenditures so long as each additional dollar spent generates more than a dollar of additional contribution?

What do retailers need to do to develop a strong set of associations and a clearly defined brand image?

Why is marginal analysis not widely used for setting the communication budget?

The Internet allows retailers to communicate with customers by:

Why is it necessary for retailers to develop and implement a communication program?

Direct marketing includes all of the following, except:

What is the major disadvantage associated with using the competitive parity method of determining a retail communication budget?

Who would be in the target audience for publicity generated when a hobby store donated $1,000 in art supplies to a local school system?

A communication objective would be used to:

__________refers to the number of potential customers in the retailer's target market that could be exposed to an ad in a given medium.

To effectively implement and evaluate a communication program:

What can a retailer do to build the brand equity of its firm or private label merchandise?

Which of the following is not a factor in selecting media?

Why is marginal analysis the most economically correct method for setting communication budgets?

How can frequency for Internet advertising be assessed?

The value that brand image offers retailers is referred to as:

Introduction to the World of Retailing

Types of Retailers

Customer Buying Behaviou

Retail Market Strategy

Retail Locations Strategytrade Area Decisions and Site Assessment

Store Design, Layout, and Visual Merchandising Strategy

International Retailing Strategy

Financial Strategy

Information Systems and Supply Chain Management

Merchandise Management

Buying Strategies

Retail Pricing

Human Resource Management and Staff Training Issues

Building Customer Loyalty: Customer Relationship Management and Service Strategies

Filters