Question 1

Customers look at their _____________________ when developing their overall impression of a retailer.

Accepted Answer

A)  Retail experience 
B)  Shopping experience 
C)  Sales experience 
D)  All of the above 
E)  None of the above 
A)  Retail experience 
B)  Shopping experience 
C)  Sales experience 
D)  All of the above 
E)  None of the above D

Question 2

Bethany works for a luggage retailer.She is establishing how the assortment of products affects her target markets.She knows that she has some competitors that may offer more brands, but not have the specialization that Bethany has.Within a particular product category, how can the variety and assortment of products carried by retailers be different?

Accepted Answer

Even within a particular product category, the variety and assortment of products carried by retailers can be very different.Variety is the number of product categories offered by a retailer and is referred to as breadth of merchandise.Assortment is the number of different product items within a product category and is referred to as the depth of merchandise.
It is possible, for example, to purchase a briefcase from a department store, warehouse club or superstore, or luggage store.Wilson's Leather Stores is a specialty clothing and accessories retailer specializing in leather products.Its primary product lines include women and men's clothing as well as travel and business-related leather merchandise.The company carries an extensive line of leather briefcases.Costco, the successful warehouse club, also carries briefcases.However, Wilson's Leather has less variety across product lines but more assortment within a few product lines focused on leather products than Costco, which has a large variety of product categories but very little assortment within each product category.Despite the fact they both carry briefcases, target market differences as well distinct variations in the products offered suggest the two companies do not compete directly (see Exhibit 16.5).

Question 3

The role of retailing is to _________________.

Accepted Answer

A)  Offer variety to customers 
B)  Separate large product volume into consumer purchase quantities 
C)  Maintain inventory levels 
D)  Make additional services available 
E)  All of the above 
A)  Offer variety to customers 
B)  Separate large product volume into consumer purchase quantities 
C)  Maintain inventory levels 
D)  Make additional services available 
E)  All of the above E

Question 4

The Internet has decreased the efficiency of B2B relationships through B2B sites that facilitate the exchange of products and services.

Accepted Answer

A) True 
 B)False

Question 5

____________ allow(s)retailers to differentiate their pricing to different target markets by charging a higher price to less price-sensitive consumers and lower prices to more price-sensitive shoppers.

Accepted Answer

A)  High/low pricing 
B)  Everyday low pricing 
C)  Variety 
D)  Assortment 
E)  Retail positioning 
A)  High/low pricing 
B)  Everyday low pricing 
C)  Variety 
D)  Assortment 
E)  Retail positioning

Question 6

A(n)______________ offers its merchandise in the comfort of a consumer's home either printed or online.

Accepted Answer

A)  Television home shopping retailer 
B)  Private-label brands 
C)  Food retailer 
D)  Non-store retailer 
E)  Catalogue retailer 
A)  Television home shopping retailer 
B)  Private-label brands 
C)  Food retailer 
D)  Non-store retailer 
E)  Catalogue retailer

Question 7

National brands tend to be supported with excellent product design, support, and marketing communications by their manufacturers.

Accepted Answer

A) True 
 B)False

Question 8

With ______________ the potential market includes almost everyone with cable television in the United States, however the actual number of viewers is small.

Accepted Answer

A)  Direct selling 
B)  Television home shopping 
C)  Vending machine retailing 
D)  Electronic commerce 
E)  Electronic retailing 
A)  Direct selling 
B)  Television home shopping 
C)  Vending machine retailing 
D)  Electronic commerce 
E)  Electronic retailing

Question 9

_________________ involves independent businesspeople contacting consumers directly to demonstrate and sell products or services in a convenient location, often the consumer's home or workplace.

Accepted Answer

A)  Direct selling 
B)  Television home shopping 
C)  Vending machine retailing 
D)  Electronic commerce 
E)  Electronic retailing 
A)  Direct selling 
B)  Television home shopping 
C)  Vending machine retailing 
D)  Electronic commerce 
E)  Electronic retailing

Question 10

Despite profound changes, retail remains a small non-significant part of the supply chain and consumer marketing.

Accepted Answer

A) True 
 B)False

Question 11

While popular in Latin America, Asia, and Europe, the real success of direct selling is in United States.

Accepted Answer

A) True 
 B)False

Question 12

A typical supermarket carries between ________ and ________ product items.

Accepted Answer

A)  10,000-20,000 
B)  20,000-30,000 
C)  30,000-40,000 
D)  40,000-50,000 
E)  50,000-60,000 
A)  10,000-20,000 
B)  20,000-30,000 
C)  30,000-40,000 
D)  40,000-50,000 
E)  50,000-60,000

Question 13

Jessica has just been hired as a manager for a new retail store.She is working on creating an effective retail strategy, but has forgotten some of the steps.Walk Jessica through the steps of creating an effective retail strategy.

Accepted Answer

Jessica will need to define her retail t

Question 14

Clark sells sports memorabilia at his store.He is having a problem developing relationships with customers and started to talk to his friends about it.Clark's friend Dennis told him that he should offer additional services to increase the value for the customer.What kinds of services could Clark offer?

Accepted Answer

Clark can offer shipping, order status a

Question 15

Event marketing, including the Thanksgiving and Christmas Day parades, is not considered a service offered by Macy's.

Accepted Answer

A) True 
 B)False

Question 16

Samantha is in charge of customer service for a store that sells surround sound systems.She has been getting feedback from her customers that they are calling and customer service is not available because they are calling at night.Samantha's customer service runs from 9-5.What should Samantha do?

Accepted Answer

Customers want access to the company whe

Question 17

In-store retailing offers consumers the most payment options and is the only retailing format that easily accommodates cash payment.

Accepted Answer

A) True 
 B)False

Question 18

General merchandise retailers have become food retailers while conventional supermarkets still carry only food products.

Accepted Answer

A) True 
 B)False

Question 19

Martin was recently promoted to manage a retail store.He is trying to find the best ways to add value for customers.What are some things that Martin can do to add value?

Accepted Answer

To add value, retailers offer variety to

Question 20

Assortment is the number of different product items within a product category and is referred to as the _________________.

Accepted Answer

A)  Customer touchpoints 
B)  Retailing 
C)  Variety 
D)  Breadth of merchandise 
E)  Depth of merchandise 
A)  Customer touchpoints 
B)  Retailing 
C)  Variety 
D)  Breadth of merchandise 
E)  Depth of merchandise

Customers look at their _____________________ when developing their overall impression of a retailer.

The role of retailing is to _________________.

The Internet has decreased the efficiency of B2B relationships through B2B sites that facilitate the exchange of products and services.

____________ allow(s)retailers to differentiate their pricing to different target markets by charging a higher price to less price-sensitive consumers and lower prices to more price-sensitive shoppers.

A(n)______________ offers its merchandise in the comfort of a consumer's home either printed or online.

National brands tend to be supported with excellent product design, support, and marketing communications by their manufacturers.

With ______________ the potential market includes almost everyone with cable television in the United States, however the actual number of viewers is small.

_________________ involves independent businesspeople contacting consumers directly to demonstrate and sell products or services in a convenient location, often the consumer's home or workplace.

Despite profound changes, retail remains a small non-significant part of the supply chain and consumer marketing.

While popular in Latin America, Asia, and Europe, the real success of direct selling is in United States.

A typical supermarket carries between and product items.

Jessica has just been hired as a manager for a new retail store.She is working on creating an effective retail strategy, but has forgotten some of the steps.Walk Jessica through the steps of creating an effective retail strategy.

Event marketing, including the Thanksgiving and Christmas Day parades, is not considered a service offered by Macy's.

Samantha is in charge of customer service for a store that sells surround sound systems.She has been getting feedback from her customers that they are calling and customer service is not available because they are calling at night.Samantha's customer service runs from 9-5.What should Samantha do?

In-store retailing offers consumers the most payment options and is the only retailing format that easily accommodates cash payment.

General merchandise retailers have become food retailers while conventional supermarkets still carry only food products.

Martin was recently promoted to manage a retail store.He is trying to find the best ways to add value for customers.What are some things that Martin can do to add value?

Assortment is the number of different product items within a product category and is referred to as the _________________.

Marketing in Todays Business Milieu

Elements of Marketing Strategy and Planning

Understanding the Global Marketplace: Marketing Without Borders

Perspectives on Customer Relationship Management

Managing Marketing Information

Understanding Competitors: Analysis to Action

Understanding Customers: Business to Consumer Markets

Understanding Customers: Business to Business Markets

Segmentation, Target Marketing, and Positioning

The Product Experience: Product Strategy

The Product Experience: Building the Brand

The Product Experience: New Product Development

Service As the Core Offering

Managing Pricing Decisions

Managing Marketing Channels and the Supply Chain

Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations

Integrated Marketing Communication: Selling, Direct, and Interactive Marketing

The Marketing Dashboard: Metrics for Measuring Marketing Performance

Filters

Exam 16: Point of Customer Interface: Bricks and Clicks

Customers look at their _____________________ when developing their overall impression of a retailer.

The role of retailing is to _________________.

The Internet has decreased the efficiency of B2B relationships through B2B sites that facilitate the exchange of products and services.

____________ allow(s)retailers to differentiate their pricing to different target markets by charging a higher price to less price-sensitive consumers and lower prices to more price-sensitive shoppers.

A(n)______________ offers its merchandise in the comfort of a consumer's home either printed or online.

National brands tend to be supported with excellent product design, support, and marketing communications by their manufacturers.

With ______________ the potential market includes almost everyone with cable television in the United States, however the actual number of viewers is small.

_________________ involves independent businesspeople contacting consumers directly to demonstrate and sell products or services in a convenient location, often the consumer's home or workplace.

Despite profound changes, retail remains a small non-significant part of the supply chain and consumer marketing.

While popular in Latin America, Asia, and Europe, the real success of direct selling is in United States.

A typical supermarket carries between ________ and ________ product items.

Jessica has just been hired as a manager for a new retail store.She is working on creating an effective retail strategy, but has forgotten some of the steps.Walk Jessica through the steps of creating an effective retail strategy.

Event marketing, including the Thanksgiving and Christmas Day parades, is not considered a service offered by Macy's.

Samantha is in charge of customer service for a store that sells surround sound systems.She has been getting feedback from her customers that they are calling and customer service is not available because they are calling at night.Samantha's customer service runs from 9-5.What should Samantha do?

In-store retailing offers consumers the most payment options and is the only retailing format that easily accommodates cash payment.

General merchandise retailers have become food retailers while conventional supermarkets still carry only food products.

Martin was recently promoted to manage a retail store.He is trying to find the best ways to add value for customers.What are some things that Martin can do to add value?

Assortment is the number of different product items within a product category and is referred to as the _________________.

Marketing in Todays Business Milieu

Elements of Marketing Strategy and Planning

Understanding the Global Marketplace: Marketing Without Borders

Perspectives on Customer Relationship Management

Managing Marketing Information

Understanding Competitors: Analysis to Action

Understanding Customers: Business to Consumer Markets

Understanding Customers: Business to Business Markets

Segmentation, Target Marketing, and Positioning

The Product Experience: Product Strategy

The Product Experience: Building the Brand

The Product Experience: New Product Development

Service As the Core Offering

Managing Pricing Decisions

Managing Marketing Channels and the Supply Chain

Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations

Integrated Marketing Communication: Selling, Direct, and Interactive Marketing

The Marketing Dashboard: Metrics for Measuring Marketing Performance

Filters

A typical supermarket carries between and product items.