Question 1

What are the four steps in the retail communication process?

Accepted Answer

The steps in the communication process a

Question 2

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

Accepted Answer

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

Question 3

Which of the following is a brand that indicates to consumers the type of merchandise and services offered by the retailer?

Accepted Answer

A)  Shoppers Drug Mart 
B)  PetSmart 
C)  Mark's Work Warehouse 
D)  Magic Cuts 
E)  All of these indicate types of merchandise or services offered by the retailer 
A)  Shoppers Drug Mart 
B)  PetSmart 
C)  Mark's Work Warehouse 
D)  Magic Cuts 
E)  All of these indicate types of merchandise or services offered by the retailer

Question 4

What are the long-term and short term effects of communication programs?

Accepted Answer

From a long term perspective,communicati

Question 5

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

Accepted Answer

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

Question 6

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

Accepted Answer

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

Question 7

__________________ occurs when consumers indicate they know the retail brand when the name has been presented to them

Accepted Answer

A)  Top-of-mind awareness 
B)  Aided recall 
C)  Brand equity 
D)  Brand association 
E)  Brand energy 
A)  Top-of-mind awareness 
B)  Aided recall 
C)  Brand equity 
D)  Brand association 
E)  Brand energy

Question 8

An example of a(n)________________________ could include the relationship of coffee or the "roll up the rim to win" promotion with Tim Hortons.

Accepted Answer

The answer of An example of a(n)________________________ could include the...

Question 9

Marginal analysis method of communication budget setting is based on:

Accepted Answer

A)  Determining the specific tasks for accomplishing the communication objectives 
B)  The marketing principles of the product life cycle-and where your product/category is currently operating 
C)  Setting the communication budget as a fixed percentage of forecast sales 
D)  The economic principle that firms should increase communication expenditures so long as each additional dollar spent generates more than a dollar of additional contribution 
E)  None of these 
A)  Determining the specific tasks for accomplishing the communication objectives 
B)  The marketing principles of the product life cycle-and where your product/category is currently operating 
C)  Setting the communication budget as a fixed percentage of forecast sales 
D)  The economic principle that firms should increase communication expenditures so long as each additional dollar spent generates more than a dollar of additional contribution 
E)  None of these

Question 10

Building awareness is the first step in developing ___________________.

Accepted Answer

The answer of Building awareness is the first step in...

Question 11

The Internet allows retailers to communicate with customers by:

Accepted Answer

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

Question 12

The actual number of customers in a target market exposed to an advertising medium is called ___________.

Accepted Answer

The answer of The actual number of customers in a...

Question 13

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 14

What are the disadvantages associated with using the percentage-of-sales method for establishing a retail communication budget?

Accepted Answer

It starts with a sales forecast and then

Question 15

The owner of a jewelry store estimated advertising by all jewelry stores in the trading area as $4,000 His estimate for his store's market share was 35 percent.By using the competitive parity method,what is the jewelry store's communication budget?

Accepted Answer

A)  $10,000 
B)  $4,000 
C)  $1,400 
D)  $1,500 
E)  $600 
A)  $10,000 
B)  $4,000 
C)  $1,400 
D)  $1,500 
E)  $600

Question 16

The value that brand image offers retailers is referred to as ________________.

Accepted Answer

The answer of The value that brand image offers retailers...

Question 17

The "Roll up the Rim to Win" contest would be an example of a ______________ consumers have with Tim Hortons.

Accepted Answer

A)  brand memory 
B)  brand association 
C)  brand awareness 
D)  brand exposure 
E)  brand recall 
A)  brand memory 
B)  brand association 
C)  brand awareness 
D)  brand exposure 
E)  brand recall

Question 18

What is the objective and task method?

Accepted Answer

The objective and task method

Question 19

A(n)________________ is a combination magazine and catalogue.

Accepted Answer

The answer of A(n)________________ is a combination magazine and catalogue....

Question 20

Despite the difference in price,Drew would go out of his way to purchase a latte at Starbucks on his way to work,even though there were coffee houses within a block of his office.It can be said that Starbucks:

Accepted Answer

A)  should probably lower their prices to avoid losing such a loyal customer 
B)  will put the competing coffee houses out of business 
C)  prices their beverages based on a cost-oriented method 
D)  has a strong brand loyalty from Drew 
E)  motivates its shoppers differently than other coffee houses 
A)  should probably lower their prices to avoid losing such a loyal customer 
B)  will put the competing coffee houses out of business 
C)  prices their beverages based on a cost-oriented method 
D)  has a strong brand loyalty from Drew 
E)  motivates its shoppers differently than other coffee houses

What are the four steps in the retail communication process?

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

Which of the following is a brand that indicates to consumers the type of merchandise and services offered by the retailer?

What are the long-term and short term effects of communication programs?

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

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

__________________ occurs when consumers indicate they know the retail brand when the name has been presented to them

An example of a(n)________________________ could include the relationship of coffee or the "roll up the rim to win" promotion with Tim Hortons.

Marginal analysis method of communication budget setting is based on:

Building awareness is the first step in developing ___________________.

The Internet allows retailers to communicate with customers by:

The actual number of customers in a target market exposed to an advertising medium is called ___________.

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?

What are the disadvantages associated with using the percentage-of-sales method for establishing a retail communication budget?

The owner of a jewelry store estimated advertising by all jewelry stores in the trading area as $4,000 His estimate for his store's market share was 35 percent.By using the competitive parity method,what is the jewelry store's communication budget?

The value that brand image offers retailers is referred to as ________________.

The "Roll up the Rim to Win" contest would be an example of a ______________ consumers have with Tim Hortons.

What is the objective and task method?

A(n)________________ is a combination magazine and catalogue.

Despite the difference in price,Drew would go out of his way to purchase a latte at Starbucks on his way to work,even though there were coffee houses within a block of his office.It can be said that Starbucks:

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

What are the four steps in the retail communication process?

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

Which of the following is a brand that indicates to consumers the type of merchandise and services offered by the retailer?

What are the long-term and short term effects of communication programs?

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

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

__________________ occurs when consumers indicate they know the retail brand when the name has been presented to them

An example of a(n)________________________ could include the relationship of coffee or the "roll up the rim to win" promotion with Tim Hortons.

Marginal analysis method of communication budget setting is based on:

Building awareness is the first step in developing ___________________.

The Internet allows retailers to communicate with customers by:

The actual number of customers in a target market exposed to an advertising medium is called ___________.

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?

What are the disadvantages associated with using the percentage-of-sales method for establishing a retail communication budget?

The owner of a jewelry store estimated advertising by all jewelry stores in the trading area as $4,000 His estimate for his store's market share was 35 percent.By using the competitive parity method,what is the jewelry store's communication budget?

The value that brand image offers retailers is referred to as ________________.

The "Roll up the Rim to Win" contest would be an example of a ______________ consumers have with Tim Hortons.

What is the objective and task method?

A(n)________________ is a combination magazine and catalogue.

Despite the difference in price,Drew would go out of his way to purchase a latte at Starbucks on his way to work,even though there were coffee houses within a block of his office.It can be said that Starbucks:

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