Question 1

_____________ offer a discount on the price of specific items when they are purchased at a store.

Accepted Answer

The answer of _____________ offer a discount on the price...

Question 2

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 3

What is brand image?

Accepted Answer

A)  A set of associations usually organized around meaningful themes 
B)  Anything linked to or connected with the brand name in a consumer's memory 
C)  The ability of a potential customer to recognize or recall that the brand name is a type of retailer or product/service 
D)  When consumers indicate they know the brand when the name is presented to them 
E)  A distinguishing name or symbol that identifies the products offered by a seller 
A)  A set of associations usually organized around meaningful themes 
B)  Anything linked to or connected with the brand name in a consumer's memory 
C)  The ability of a potential customer to recognize or recall that the brand name is a type of retailer or product/service 
D)  When consumers indicate they know the brand when the name is presented to them 
E)  A distinguishing name or symbol that identifies the products offered by a seller

Question 4

Why is it difficult for managers to do a marginal analysis?

Accepted Answer

It is difficult for managers t

Question 5

Which of the following statements is true about brands?

Accepted Answer

A)  Pita bread is a brand. 
B)  Dockers is a brand. 
C)  Convenience store is a brand. 
D)  Ice cream is a brand. 
E)  All of these are true. 
A)  Pita bread is a brand. 
B)  Dockers is a brand. 
C)  Convenience store is a brand. 
D)  Ice cream is a brand. 
E)  All of these are true.

Question 6

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

Accepted Answer

It is necessary for retailers to develop

Question 7

How can retailers build top-of-mind awareness?

Accepted Answer

Retailers can build top-of-min

Question 8

The most flexible communication method is ____________.

Accepted Answer

The answer of The most flexible communication method is ____________....

Question 9

Advertising media are compared by using:

Accepted Answer

A)  reach 
B)  impact 
C)  coverage 
D)  cumulative reach 
E)  cost per thousand 
A)  reach 
B)  impact 
C)  coverage 
D)  cumulative reach 
E)  cost per thousand

Question 10

Retailers communicate with their customers at no cost through _______________.

Accepted Answer

The answer of Retailers communicate with their customers at no...

Question 11

Which of the following is not true about co-op advertising?

Accepted Answer

A)  A conflict in goals between a retailer and vendor can reduce the effectiveness of co-op ads. 
B)  Co-op ads is a promotional program that sees a vendor and retailer working together. 
C)  Co-op rates paid to retailers are established by strict government regulations. 
D)  The vendor pays for part of the retailer's ad - but dictates some conditions. 
E)  Co-op ads tend to blur the distinction between retailers. 
A)  A conflict in goals between a retailer and vendor can reduce the effectiveness of co-op ads. 
B)  Co-op ads is a promotional program that sees a vendor and retailer working together. 
C)  Co-op rates paid to retailers are established by strict government regulations. 
D)  The vendor pays for part of the retailer's ad - but dictates some conditions. 
E)  Co-op ads tend to blur the distinction between retailers.

Question 12

Which of the following communication methods do consumers believe to be the most credible?

Accepted Answer

A)  Internet advertising 
B)  Print advertising 
C)  Personal selling 
D)  Sales promotions 
E)  Publicity 
A)  Internet advertising 
B)  Print advertising 
C)  Personal selling 
D)  Sales promotions 
E)  Publicity

Question 13

What is a brand?

Accepted Answer

A brand is a distinguishing na

Question 14

What are four ways retailers can use websites?

Accepted Answer

Four uses are: (1)to build bra

Question 15

Levi's,Dell,and CCM are examples of _________.

Accepted Answer

The answer of Levi's,Dell,and CCM are examples of _________....

Question 16

In order to build the brand equity of their private label merchandise,a retailer needs to:

Accepted Answer

A)  lower the prices to give the new merchandise a chance against the competition 
B)  limit the amount of private label merchandise to make it more collectable 
C)  create a high level of brand awareness 
D)  partner with manufacturers to reduce distribution costs. 
E)  develop unfavorable associations for a competitor's private labels 
A)  lower the prices to give the new merchandise a chance against the competition 
B)  limit the amount of private label merchandise to make it more collectable 
C)  create a high level of brand awareness 
D)  partner with manufacturers to reduce distribution costs. 
E)  develop unfavorable associations for a competitor's private labels

Question 17

To evaluate a trade promotional idea initiated by P&G,Loblaw's (the grocer)should NOT consider:

Accepted Answer

A)  The realized margin from the promotion 
B)  The cost of the additional inventory carried due to buying more than the normal amount 
C)  The potential loss suffered when customers switch to the promoted merchandise from more profitable private-label brands 
D)  The additional sales made to customers attracted to the store by the promotion. 
E)  The retailer should actually consider all of these 
A)  The realized margin from the promotion 
B)  The cost of the additional inventory carried due to buying more than the normal amount 
C)  The potential loss suffered when customers switch to the promoted merchandise from more profitable private-label brands 
D)  The additional sales made to customers attracted to the store by the promotion. 
E)  The retailer should actually consider all of these

Question 18

Direct marketing includes all of the following,except:

Accepted Answer

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

Question 19

Recently,Sears spent much of its communication budget advertising the "Softer Side of Sears" campaign since it felt the customer knew very little of Sears' apparel assortments,and there would be a substantial return from advertising apparel versus advertising the more well-known appliances.What principle for budget allocation was Sears probably using?

Accepted Answer

A)  Percentage of sales method 
B)  Competitive parity method 
C)  Affordable method 
D)  High-assay principle 
E)  Objective-and-task method 
A)  Percentage of sales method 
B)  Competitive parity method 
C)  Affordable method 
D)  High-assay principle 
E)  Objective-and-task method

Question 20

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

Accepted Answer

Marginal analysis is based on the econom

_____________ offer a discount on the price of specific items when they are purchased at a store.

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

What is brand image?

Why is it difficult for managers to do a marginal analysis?

Which of the following statements is true about brands?

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

How can retailers build top-of-mind awareness?

The most flexible communication method is ____________.

Advertising media are compared by using:

Retailers communicate with their customers at no cost through _______________.

Which of the following is not true about co-op advertising?

Which of the following communication methods do consumers believe to be the most credible?

What is a brand?

What are four ways retailers can use websites?

Levi's,Dell,and CCM are examples of _________.

In order to build the brand equity of their private label merchandise,a retailer needs to:

To evaluate a trade promotional idea initiated by P&G,Loblaw's (the grocer)should NOT consider:

Direct marketing includes all of the following,except:

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

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

_____________ offer a discount on the price of specific items when they are purchased at a store.

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

What is brand image?

Why is it difficult for managers to do a marginal analysis?

Which of the following statements is true about brands?

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

How can retailers build top-of-mind awareness?

The most flexible communication method is ____________.

Advertising media are compared by using:

Retailers communicate with their customers at no cost through _______________.

Which of the following is not true about co-op advertising?

Which of the following communication methods do consumers believe to be the most credible?

What is a brand?

What are four ways retailers can use websites?

Levi's,Dell,and CCM are examples of _________.

In order to build the brand equity of their private label merchandise,a retailer needs to:

To evaluate a trade promotional idea initiated by P&G,Loblaw's (the grocer)should NOT consider:

Direct marketing includes all of the following,except:

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

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