Question 1

The only consumer advantages to shopping in a brick-and-mortar store are browsing and the ability to touch and feel the products.

Accepted Answer

A) True 
 B)False  False

Question 2

You are a marketer working for a firm that manufactures a wide range of products.Many of your traditional retail outlets are cutting back on the number of products they stock in a store,and you are receiving complaints from customers who cannot find their favorite products.Your firm has developed an efficient operation that makes it possible to continue to expand the number of items you can offer customers.Which channel should be your focus,and why?

Accepted Answer

The Internet channel,because websites do not face the same limitations on merchandise that physical stores do.

Question 3

When Creative Pen Company designed a new pen that was particularly comfortable to use,it wanted to literally get the pen in the hands of as many consumers as possible.Creative Pen will probably choose __________ distribution for its new product.

Accepted Answer

A)   intensive
B)   exclusive
C)   selective
D)   collective
E)   variable A

Question 4

________ must always be aligned with other elements of a retailer's strategy in order to accurately define the value of the product and a retailer's image.

Accepted Answer

A)   Mobile commerce
B)   Transportation
C)   Distribution
D)   Price
E)   Labeling

Question 5

Belinda is opening an upscale outdoor cooking equipment store.No other store in her market area carries similar items.Belinda is counting on her product line differentiation to distinguish her business from the competition.What problem might Belinda encounter?

Accepted Answer

The answer of Belinda is opening an upscale outdoor cooking...

Question 6

Retailers in expensive resort areas often find it difficult to hire quality salespeople.In a situation like this,retailers should consider augmenting or even replacing the sales and customer service functions with

Accepted Answer

A)   expanded hours of operation.
B)   continuous use of promotions.
C)   in-store kiosks or self-checkout lanes.
D)   special attention to product placement in their stores.
E)   variable pricing strategies.

Question 7

The percentage of a customer's purchases made from a particular retailer is referred to as

Accepted Answer

A)   share of wallet.
B)   share of market.
C)   customer loyalty.
D)   customer relationship management.
E)   customer value ratio.

Question 8

If you are a marketer for a manufacturer,and the marketing mix for your product focuses on very specific market segments,you'd like to sell your product through

Accepted Answer

A)   department stores.
B)   category specialist stores.
C)   extreme value retailers.
D)   specialty stores.
E)   convenience stores.

Question 9

Which of the following strategies is designed to place products in as many outlets as possible?

Accepted Answer

A)   intensive distribution
B)   exclusive distribution
C)   selective distribution
D)   surplus distribution
E)   contractual distribution

Question 10

__________ are combating competitive pressures by offering fresh food and healthy fast food,tailoring assortments to local markets,opening locations closer to where consumers work and shop,and adding new services.

Accepted Answer

A)   Warehouse clubs
B)   Supercenters
C)   Convenience stores
D)   Department stores
E)   Extreme value retailers

Question 11

Dollar General and Family Dollar are examples of full-price discount retailers.

Accepted Answer

A) True 
 B)False

Question 12

One of the greatest constraints faced by store-based retailers-and one that the Internet channel can address-is

Accepted Answer

A)   price competition.
B)   the amount of merchandise that can be carried in a physical store.
C)   competition from other retailers.
D)   common zoning restrictions limiting the kinds of merchandise that can be offered for sale.
E)   interactive customer service.

Question 13

Where does retailing fall in the supply chain?

Accepted Answer

A)   at the end
B)   in the center
C)   first
D)   second
E)   no where

Question 14

Considering what you know about their target markets and merchandise,which of the following retailers is least likely to have an online presence?

Accepted Answer

A)   department stores
B)   convenience stores
C)   category specialists
D)   off-price retailers
E)   full-line discount stores

Question 15

In which of the following categories would a dry cleaning business be placed?

Accepted Answer

A)   services retailer
B)   specialty store
C)   category killer
D)   superstore
E)   discount store

Question 16

How has the relationship between manufacturers and retailers changed?

Accepted Answer

The answer of How has the relationship between manufacturers and...

Question 17

Omnichannel retailers are able to simply charge the same prices across all channels.

Accepted Answer

A) True 
 B)False

Question 18

Anbinh Fashions is launching a new line of one-of-a-kind designer jewelry.Each piece is handcrafted,and production volumes will be very low.To emphasize the unique nature of this jewelry,Anbinh Fashions will most likely choose _________ distribution.

Accepted Answer

A)   luxury
B)   selective
C)   monopolistic
D)   intensive
E)   exclusive

Question 19

Convenience stores are said to be the modern version of the mom-and-pop grocery or general stores.Those mom-and-pop stores are no longer around.If convenience stores want to thrive,what must they do to provide value to customers?

Accepted Answer

The answer of Convenience stores are said to be the...

Question 20

__________ reduce costs and maintain low prices by buying opportunistically from manufacturers with excess inventory,offering limited assortments of household goods and groceries,as well as health and beauty aids.

Accepted Answer

A)   Category killers
B)   Specialty stores
C)   Factory outlets
D)   Extreme value retailers
E)   Convenience stores

Exam 17: Retailing and Multichannel Marketing

The only consumer advantages to shopping in a brick-and-mortar store are browsing and the ability to touch and feel the products.

When Creative Pen Company designed a new pen that was particularly comfortable to use,it wanted to literally get the pen in the hands of as many consumers as possible.Creative Pen will probably choose __________ distribution for its new product.

________ must always be aligned with other elements of a retailer's strategy in order to accurately define the value of the product and a retailer's image.

Belinda is opening an upscale outdoor cooking equipment store.No other store in her market area carries similar items.Belinda is counting on her product line differentiation to distinguish her business from the competition.What problem might Belinda encounter?

Retailers in expensive resort areas often find it difficult to hire quality salespeople.In a situation like this,retailers should consider augmenting or even replacing the sales and customer service functions with

The percentage of a customer's purchases made from a particular retailer is referred to as

If you are a marketer for a manufacturer,and the marketing mix for your product focuses on very specific market segments,you'd like to sell your product through

Which of the following strategies is designed to place products in as many outlets as possible?

__________ are combating competitive pressures by offering fresh food and healthy fast food,tailoring assortments to local markets,opening locations closer to where consumers work and shop,and adding new services.

Dollar General and Family Dollar are examples of full-price discount retailers.

One of the greatest constraints faced by store-based retailers-and one that the Internet channel can address-is

Where does retailing fall in the supply chain?

Considering what you know about their target markets and merchandise,which of the following retailers is least likely to have an online presence?

In which of the following categories would a dry cleaning business be placed?

How has the relationship between manufacturers and retailers changed?

Omnichannel retailers are able to simply charge the same prices across all channels.

Anbinh Fashions is launching a new line of one-of-a-kind designer jewelry.Each piece is handcrafted,and production volumes will be very low.To emphasize the unique nature of this jewelry,Anbinh Fashions will most likely choose _________ distribution.

Convenience stores are said to be the modern version of the mom-and-pop grocery or general stores.Those mom-and-pop stores are no longer around.If convenience stores want to thrive,what must they do to provide value to customers?

__________ reduce costs and maintain low prices by buying opportunistically from manufacturers with excess inventory,offering limited assortments of household goods and groceries,as well as health and beauty aids.