Question 1

A ___________________ allows consumers to purchase from their homes or some other convenient location and includes catalogs, direct selling, television home shopping, vending machines, and electronic retailing.

Accepted Answer

A)  Vending machine retailer 
B)  Customer touchpoint 
C)  Food retailer 
D)  Non-store retailer 
E)  Catalogue retailer

Question 2

Chrissy is a marketing manager for a large clothing retail store.Recently she was switched from one of its discount stores to one of its high-end stores.Since Chrissy is going to be working in a new retail market, she wants to understand the characteristics of retailers in this market.Why would she want to know that? What criteria would she use to determine the characteristics of retailers?

Accepted Answer

The answer of Chrissy is a marketing manager for a...

Question 3

_____________ is the number of different product items within a product category and is referred to as the depth of merchandise.

Accepted Answer

A)  Assortment 
B)  Value Creation 
C)  Food Retailer 
D)  Non-store Retailer 
E)  Catalogue Retailer

Question 4

Creamy Cones manufactures prepackaged ice cream cones.It creates the cones, makes the cones, distributes the cones and markets the cones.Creamy Cones is a _________________.

Accepted Answer

A)  National brand 
B)  Private-label brand 
C)  Merchandise category 
D)  Shopping Experience 
E)  Sales Experience

Question 5

Stores use ______________ to create a comfortable environment for the customer.

Accepted Answer

A)  Layouts and displays 
B)  Interior colors 
C)  Music 
D)  A & B 
E)  A, B & C

Question 6

Many retailers using EDLP also offer a _________________ that guarantees consumers the lowest price for any given product by matching the sales price of competitors.

Accepted Answer

A)  Customer community 
B)  National brand 
C)  Private brand 
D)  Loyalty program 
E)  Low price guarantee policy

Question 7

A general rule in retailing is that broader, deeper product assortments and expanded service options require a higher price to cover increased costs.

Accepted Answer

A) True 
 B)False

Question 8

Choosing the right ______________ to align the retailer's corporate objectives with the target market's needs is a critical element in the retail strategy.

Accepted Answer

A)  Value equation 
B)  Product mix 
C)  Market maker 
D)  Retail positioning 
E)  Loyalty programs

Question 9

Customers demand that some form of customer service be available 24 hours a day, 7 days a week, and 365 days a year.It would be difficult for all companies to staff a call center constantly.What is a great way for companies to provide round the clock customer service?

Accepted Answer

The answer of Customers demand that some form of customer...

Question 10

______________________ are products created, manufactured, and marketed by a company and sold to retailers around the country and the world.

Accepted Answer

A)  Market makers 
B)  Depth of merchandise 
C)  Breadth of merchandise 
D)  National brands 
E)  Private-label brands

Question 11

Barry's company has just acquired a food retailer through a merger.Barry has been put in charge of managing the food retailer.While Barry has always worked in retail, he has never worked for a food retailer; what are some of the things that make food retailers unique?

Accepted Answer

The answer of Barry's company has just acquired a food...

Question 12

Sites such as HYPERLINK "http://www.lendingtree.com/" Lendingtree.com are considered _______________ and are dedicated B2B sites that facilitate the exchange of products and services.

Accepted Answer

A)  Market makers 
B)  Customer communities 
C)  Retail target markets 
D)  Retailers 
E)  Loyalty programs

Question 13

In the consumer's mind, ______________ is/are created through the use of a variety of tools that build a retail brand image.

Accepted Answer

A)  Retail positioning 
B)  Assortment 
C)  Merchandise categories 
D)  Customer communities 
E)  Loyalty programs

Question 14

The primary advantage of the television home shopping retail format is the ability to show and demonstrate the product.

Accepted Answer

A) True 
 B)False

Question 15

Variety is the number of product categories offered by a retailer and is referred to as ______________________.

Accepted Answer

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

Question 16

Companies seek better and more frequent interaction with their customers.At the same time, customers are more attached to their products.The result has been a concerted effort by both companies and their customers to redefine the ________________.

Accepted Answer

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

Question 17

Montgomery shops at Mango Nation, a high-end clothing store.This week she received two discount cards in the mail, one for shoes and the other for clothing.The cards indicate that Montgomery participates in _____________________.

Accepted Answer

A)  Customer communities 
B)  Loyalty programs 
C)  Online sales groups 
D)  Sales creations 
E)  None of the above

Question 18

Debbie understands that customers often want to buy a product immediately, especially in her case where customers are usually vacationers.Due to this, Debbie keeps a huge inventory of her beach themed items at her beachfront shop.Why is this not the best idea for Debbie?

Accepted Answer

The answer of Debbie understands that customers often want to...

Question 19

Advantages of non-store retailing include _____________.

Accepted Answer

A)  Ease of use 
B)  Safe shopping environment 
C)  Quality of visual presentation 
D)  All of the above 
E)  None of the above

Question 20

___________________ occur(s)in many ways-retail store, direct-mail piece, e-mail, company Web site, and even advertising.

Accepted Answer

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

Exam 16: Point of Customer Interface: Bricks and Clicks