Question 1

How can brands benefit the consumer?

Accepted Answer

Brands benefit the consumer in that (1)brands convey information about the retail mix consumers will encounter when patronizing a retailer,(2)they affect the customer's confidence in decisions made to buy merchandise form a retailer,and (3)they can enhance the customer's satisfaction with the merchandise and services they buy.

Question 2

Why do retailers establish objectives for communication programs?

Accepted Answer

Retailers establish objectives for communication programs to provide (1)direction for people implementing the program,and (2)a basis for evaluating its effectiveness.

Question 3

___________________ is the ability of a potential customer to recognize or recall that the brand name is a type of retailer or product/service.

Accepted Answer

Brand awareness

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

Publicity is often used to communicate with:

Accepted Answer

A)  investors 
B)  employees 
C)  potential shoppers 
D)  loyal shoppers 
E)  all of these 
A)  investors 
B)  employees 
C)  potential shoppers 
D)  loyal shoppers 
E)  all of these

Question 6

Why is it problematic for retailers to spend about the same on communication programs for each geographic region?

Accepted Answer

This type of allocation will n

Question 7

___________________ is based in 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 ___________________ is based in the economic principle...

Question 8

To effectively implement and evaluate a communication program:

Accepted Answer

A)  objectives must be clearly stated in quantitative terms 
B)  the target audience needs to be defined 
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)  objectives must be clearly stated in quantitative terms 
B)  the target audience needs to be defined 
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 9

Barbie's Dry Cleaning has been in the neighborhood for a year.In that time,she has developed relationships with a few customers that are loyal to her store,but she wants to build this base.Which of the following media is effective in building reach?

Accepted Answer

A)  Television 
B)  Radio 
C)  Outdoor Billboards 
D)  Yellow Pages 
E)  All of these 
A)  Television 
B)  Radio 
C)  Outdoor Billboards 
D)  Yellow Pages 
E)  All of these

Question 10

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

Accepted Answer

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

Question 11

A retailer's magazine advertising campaign builds an image of elegance and high fashion,yet the store's sales promotions emphasize low prices.Because of the inconsistencies,consumers are left confused about the retailer's image and tend to shop elsewhere.What can the store manager do to resolve the problem of inconsistency with the communication mix?

Accepted Answer

A)  The manager can re-train associates to support the image of elegance and fashion 
B)  The manager can re-examine the elements of the mix that can be eliminated 
C)  The manager can develop an integrated marketing communication program 
D)  The manager can determine which communication program works best for her local market 
E)  The manager can imitate the communication programs of successful competitors 
A)  The manager can re-train associates to support the image of elegance and fashion 
B)  The manager can re-examine the elements of the mix that can be eliminated 
C)  The manager can develop an integrated marketing communication program 
D)  The manager can determine which communication program works best for her local market 
E)  The manager can imitate the communication programs of successful competitors

Question 12

What are the advantages of advertising in a newspaper as opposed to other forms of media?

Accepted Answer

(1)Newspapers are distributed in a well-

Question 13

How does a strong brand image enable retailers to increase their margins?

Accepted Answer

Strong brand image creates cus

Question 14

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 retai

Question 15

Andrea wants to build top-of-mind awareness for her costume shop.The best way for her to develop this awareness would be to:

Accepted Answer

A)  partner with her vendors to bring great merchandise into the store 
B)  repeatedly expose customers to the name of the shop through advertising 
C)  offer better customer service and good publicity will naturally spread 
D)  teach costume design classes 
E)  develop the best inventory of costumes in the city 
A)  partner with her vendors to bring great merchandise into the store 
B)  repeatedly expose customers to the name of the shop through advertising 
C)  offer better customer service and good publicity will naturally spread 
D)  teach costume design classes 
E)  develop the best inventory of costumes in the city

Question 16

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 17

Clara owns a popular women's boutique in a gentrified urban area.She carries women's career wear and an extensive selection of quality leather handbags.Recently,Clara noticed that her shoppers have high awareness of her apparel,but are surprised when they see the handbags.Since the handbags have high margins,she is concerned about the shoppers' surprised response.What should Clara do?

Accepted Answer

A)  Clara should do nothing since the handbags are selling 
B)  Clara should place the handbags in the back of the store 
C)  Clara should allocate more of the communication budget to advertise the handbags in special ads 
D)  She should realize the passing fad of leather and provide less of an assortment 
E)  Clara should spend the same on each merchandise category her store carries in order to maximize the profits 
A)  Clara should do nothing since the handbags are selling 
B)  Clara should place the handbags in the back of the store 
C)  Clara should allocate more of the communication budget to advertise the handbags in special ads 
D)  She should realize the passing fad of leather and provide less of an assortment 
E)  Clara should spend the same on each merchandise category her store carries in order to maximize the profits

Question 18

What is the problem with using sales promotions as the only way of communicating with the customer?

Accepted Answer

While sales promotions are eff

Question 19

Which of the following is not a method used to determine a communication budget?

Accepted Answer

A)  Affordable method 
B)  Percentage of sales method 
C)  Objective-and-task method 
D)  Competitive parity method 
E)  Contribution analysis method 
A)  Affordable method 
B)  Percentage of sales method 
C)  Objective-and-task method 
D)  Competitive parity method 
E)  Contribution analysis method

Question 20

A measure used to compare the value of advertising media is ________________.

Accepted Answer

cost per t

How can brands benefit the consumer?

Why do retailers establish objectives for communication programs?

___________________ is the ability of a potential customer to recognize or recall that the brand name is a type of retailer or product/service.

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?

Publicity is often used to communicate with:

Why is it problematic for retailers to spend about the same on communication programs for each geographic region?

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

To effectively implement and evaluate a communication program:

Barbie's Dry Cleaning has been in the neighborhood for a year.In that time,she has developed relationships with a few customers that are loyal to her store,but she wants to build this base.Which of the following media is effective in building reach?

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

What are the advantages of advertising in a newspaper as opposed to other forms of media?

How does a strong brand image enable retailers to increase their margins?

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

Andrea wants to build top-of-mind awareness for her costume shop.The best way for her to develop this awareness would be to:

What is the problem with using sales promotions as the only way of communicating with the customer?

Which of the following is not a method used to determine a communication budget?

A measure used to compare the value of advertising media is ________________.

Introduction to the World of Retailing

Types of Retailers

Customer Buying Behaviour

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

How can brands benefit the consumer?

Why do retailers establish objectives for communication programs?

___________________ is the ability of a potential customer to recognize or recall that the brand name is a type of retailer or product/service.

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?

Publicity is often used to communicate with:

Why is it problematic for retailers to spend about the same on communication programs for each geographic region?

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

To effectively implement and evaluate a communication program:

Barbie's Dry Cleaning has been in the neighborhood for a year.In that time,she has developed relationships with a few customers that are loyal to her store,but she wants to build this base.Which of the following media is effective in building reach?

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

What are the advantages of advertising in a newspaper as opposed to other forms of media?

How does a strong brand image enable retailers to increase their margins?

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

Andrea wants to build top-of-mind awareness for her costume shop.The best way for her to develop this awareness would be to:

What is the problem with using sales promotions as the only way of communicating with the customer?

Which of the following is not a method used to determine a communication budget?

A measure used to compare the value of advertising media is ________________.

Introduction to the World of Retailing

Types of Retailers

Customer Buying Behaviour

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