Exam 16: Retailing and Direct Marketing

For manufacturers, the basis for choosing retail partners is if they reach and serve the company's target market in a way that is consistent with the company's objectives.

It is imperative for the components of retailing strategy to work together in order to create a consistent image that appeals to the retailer's target market.

You are in the process of starting your own business, a specialty cupcake store. From your study of marketing, you realize that many of your business decisions, such as where to open the store and how to advertise it, will depend on the segment of the population you want to attract as customers for your product. You start looking at data about the types of stores in different parts of the town and the demographics of the individuals in different neighborhoods. What are you doing in this process?

IKEA is well-known for selling furniture in flat-packed boxes that customers assemble at home. If IKEA were to start selling already assembled furniture delivered to customer's homes, you could expect that IKEA would need to increase prices on the furniture it sells.

Shoppers looking for shoes at T.J.Maxx expect to pay less than they would if they were shopping in the shoe department at Macy's. This is an example of the different ______ that retailers have.

When considering their location/distribution strategy, retailers must consider all of the following except:

What is retailing? Why is retailing an essential part of the marketing channel?

The basic objective of all customer services focuses on:

Some grocery stores, like Wegmans and Fred Meyer, now offer pickup and even delivery of groceries to your home. The grocery stores typically charge a small fee for this service. This reflects the _____ component of retail strategy.

Which of the following is one of the fundamental steps in the marketing strategy process on which a retailer bases its key decisions?

Explain how store atmospherics help retailers to attract customers.

The pricing strategies seldom influence consumer perceptions of a retailer.

In selected stores in California, Nike offers free pants hemming, bra fittings, and running analysis for its customers. This is an example of:

The retail industry has a significant impact on the U.S.economy, accounting for 16% of the U.S. GDP.

Retailers often influence consumers' images of products because:

Lands End, a clothing retailer, sells its products through its internet site and select Sears stores. The Sears locations also have computers available for customers to purchase items that are not available in store. In addition, Lands End utilizes catalogs mailed to consumers to spur online and telephone orders. Lands End utilizes:

A small, discount retailer would like do which of the following for their promotional strategy?

_____ refers to the amount a retailer adds to the cost of a product to determine its selling price.

The response rates for direct-mail marketing are measurable and higher compared to other types of advertising.

Babies R Us sells a deep assortment of baby-related items including furniture, car seats, and clothing. Target also sells baby related items but also offers groceries, home goods, and beauty items. Expectant mothers may appreciate the ability to purchase a variety of items from Target while they also shop for their baby needs. This is an example of: