Question 1

Unlike supermarkets,convenience stores:

Accepted Answer

A)  charge lower prices. 
B)  carry a much more limited line of high-turnover convenience goods. 
C)  enable customers to shop without visiting a physical store location. 
D)  offer no service to customers. 
A)  charge lower prices. 
B)  carry a much more limited line of high-turnover convenience goods. 
C)  enable customers to shop without visiting a physical store location. 
D)  offer no service to customers. B

Question 2

Briefly explain the actions a retailer should take to address retail product/service failures.

Accepted Answer

Answers will vary.The best retailers have plans in place not only to recover from inevitable lapses in service but perhaps even to benefit from them.For these top-performing stores,service recovery is handled proactively as part of an overarching plan to maximize the customer experience.Actions that might be taken include:
 •Notifying customers in advance of stockouts and explaining the reasons why certain products are not available
•Implementing liberal return policies designed to ensure that the customer can bring back any item for any reason (if the product fails to work as planned, or even if the customer simply doesn’t like it)
•Issuing product recalls in conjunction with promotional offers that provide future incentives to repurchase

In short, the best retailers treat customer disappointments as opportunities to interact with and improve relations with their customers. Evidence indicates that successful handling of such failures can sometimes yield even higher levels of customer loyalty than if the failure had never occurred at all.

Question 3

Which of the following is true of freestanding retail store units?

Accepted Answer

A)  Retailers decide to relocate their businesses in pedestrian malls. 
B)  Retailers feel outlets generally stand out better in huge shopping centers and malls. 
C)  These account for more than half of all retail store construction in the United States. 
D)  These are a bad idea for an aggressive expansion plan in an area without shopping centers. 
A)  Retailers decide to relocate their businesses in pedestrian malls. 
B)  Retailers feel outlets generally stand out better in huge shopping centers and malls. 
C)  These account for more than half of all retail store construction in the United States. 
D)  These are a bad idea for an aggressive expansion plan in an area without shopping centers. C

Question 4

Which of the following is widely believed to be true of the audio and visual factors creating a store's atmosphere?

Accepted Answer

A)  Red is used to open up closed-in places and create an air of elegance and cleanliness. 
B)  Natural lighting,either from windows or skylights,can lead to increased sales. 
C)  Music played in a store cannot influence store traffic or the shopper's focus of attention. 
D)  The type of music played cannot influence a customer's choice of product. 
A)  Red is used to open up closed-in places and create an air of elegance and cleanliness. 
B)  Natural lighting,either from windows or skylights,can lead to increased sales. 
C)  Music played in a store cannot influence store traffic or the shopper's focus of attention. 
D)  The type of music played cannot influence a customer's choice of product.

Question 5

Target markets in retailing are often defined by demographics,geographic boundaries,and psychographics.

Accepted Answer

A) True 
 B)False

Question 6

Salespeople should practice trading-up techniques,whether customers need those products or not,to increase overall product sales.

Accepted Answer

A) True 
 B)False

Question 7

Microtargeting is an effective tool for online retailing.

Accepted Answer

A) True 
 B)False

Question 8

Asif,a member of a local baseball team,broke his bat during a practice match.With the final match scheduled for the next day,Asif urgently required a new bat.Therefore,he placed an order on Duke.com,an online portal for sporting goods,and he dropped in at its nearest physical store to pick up his order.This is an example of the use of _____.

Accepted Answer

A)  microtargeting 
B)  click-and-collect 
C)  telemarketing 
D)  e-tailing 
A)  microtargeting 
B)  click-and-collect 
C)  telemarketing 
D)  e-tailing

Question 9

Which of the following is a case of brand cannibalization?

Accepted Answer

A)  A tea manufacturer introduces a new brand of tea that eats into the sales of an existing brand of another manufacturer. 
B)  A tea manufacturer introduces a new but inferior brand of tea to promote the sales of an existing tea brand in its product mix. 
C)  A tea manufacturer introduces a new brand of tea that eats into the sales of an existing tea brand in its product mix. 
D)  A tea manufacturer introduces a new brand of tea that has the unintended result of promoting the sales of an existing brand of another manufacturer. 
A)  A tea manufacturer introduces a new brand of tea that eats into the sales of an existing brand of another manufacturer. 
B)  A tea manufacturer introduces a new but inferior brand of tea to promote the sales of an existing tea brand in its product mix. 
C)  A tea manufacturer introduces a new brand of tea that eats into the sales of an existing tea brand in its product mix. 
D)  A tea manufacturer introduces a new brand of tea that has the unintended result of promoting the sales of an existing brand of another manufacturer.

Question 10

Retailers can better acquire and use assets when they customize store layouts and merchandise mixes to the tastes of local consumer bases.

Accepted Answer

A) True 
 B)False

Question 11

Dillard's,Target,and Walmart use big data analytics to determine ______.

Accepted Answer

A)  which products to stock and at what prices and how to manage markdowns,but the data cannot be used to plan how to advertise to draw target customers. 
B)  which products to stock and at what prices and how to advertise to draw target customers,but the data cannot be used to manage markdowns. 
C)  how to manage markdowns and how to advertise to draw target customers,but the data cannot be used to evaluate which products to stock and at what prices. 
D)  which products to stock and at what prices,how to manage markdowns,and how to advertise to draw target customers. 
A)  which products to stock and at what prices and how to manage markdowns,but the data cannot be used to plan how to advertise to draw target customers. 
B)  which products to stock and at what prices and how to advertise to draw target customers,but the data cannot be used to manage markdowns. 
C)  how to manage markdowns and how to advertise to draw target customers,but the data cannot be used to evaluate which products to stock and at what prices. 
D)  which products to stock and at what prices,how to manage markdowns,and how to advertise to draw target customers.

Question 12

Shopper marketing brings brand managers and account managers together to connect with consumers along the entire path-to-purchase,whether it be at home,on the go via mobile marketing,or in the store.

Accepted Answer

A) True 
 B)False

Question 13

Why is it important to maintain service quality in service industries? Explain the four areas that service distribution should focus on to maintain the quality of service.

Accepted Answer

Answers will vary.Since service industri

Question 14

_____ is the technique used to sift through the data collected by point-of-purchase scanning equipment.

Accepted Answer

A)  Big data analysis 
B)  Shopper marketing 
C)  Market-basket analysis 
D)  Shopper analytics 
A)  Big data analysis 
B)  Shopper marketing 
C)  Market-basket analysis 
D)  Shopper analytics

Question 15

Which of the following is true of the current retail industry?

Accepted Answer

A)  About one in every ten American jobs is in the retail industry. 
B)  Most current retail employees are dissatisfied with their jobs. 
C)  Most retail businesses employ less than 50 people. 
D)  The industry is dominated by many large companies. 
A)  About one in every ten American jobs is in the retail industry. 
B)  Most current retail employees are dissatisfied with their jobs. 
C)  Most retail businesses employ less than 50 people. 
D)  The industry is dominated by many large companies.

Question 16

Lily's Apparel,a renowned apparel store,focuses on Generation Y customers and provides them with a customized clothing experience.Lily's Apparel has defined its target market by _____.

Accepted Answer

A)  religious convictions 
B)  educational qualifications 
C)  geographic boundaries 
D)  psychographic characteristics 
A)  religious convictions 
B)  educational qualifications 
C)  geographic boundaries 
D)  psychographic characteristics

Question 17

In a franchise,a franchisor pays a franchisee for the right to use its name,product,and methods of operation.

Accepted Answer

A) True 
 B)False

Question 18

Service quality is a priority in service industries because that industry is especially customer oriented.

Accepted Answer

A) True 
 B)False

Question 19

Higher prices often indicate a level of exploitation that weakens the prestigious image of retailers.

Accepted Answer

A) True 
 B)False

Question 20

Briefly explain the process of defining a target market.

Accepted Answer

Answers will vary.The first and foremost

Unlike supermarkets,convenience stores:

Briefly explain the actions a retailer should take to address retail product/service failures.

Which of the following is true of freestanding retail store units?

Which of the following is widely believed to be true of the audio and visual factors creating a store's atmosphere?

Target markets in retailing are often defined by demographics,geographic boundaries,and psychographics.

Salespeople should practice trading-up techniques,whether customers need those products or not,to increase overall product sales.

Microtargeting is an effective tool for online retailing.

Which of the following is a case of brand cannibalization?

Retailers can better acquire and use assets when they customize store layouts and merchandise mixes to the tastes of local consumer bases.

Dillard's,Target,and Walmart use big data analytics to determine ______.

Shopper marketing brings brand managers and account managers together to connect with consumers along the entire path-to-purchase,whether it be at home,on the go via mobile marketing,or in the store.

Why is it important to maintain service quality in service industries? Explain the four areas that service distribution should focus on to maintain the quality of service.

_____ is the technique used to sift through the data collected by point-of-purchase scanning equipment.

Which of the following is true of the current retail industry?

Lily's Apparel,a renowned apparel store,focuses on Generation Y customers and provides them with a customized clothing experience.Lily's Apparel has defined its target market by _____.

In a franchise,a franchisor pays a franchisee for the right to use its name,product,and methods of operation.

Service quality is a priority in service industries because that industry is especially customer oriented.

Higher prices often indicate a level of exploitation that weakens the prestigious image of retailers.

Briefly explain the process of defining a target market.

An Overview of Marketing

Strategic Planning and Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Supply Chain Management and Marketing Channels

Marketing Communications

Advertising,public Relations,and Sales Promotion

Personal Selling and Sales Management

Social Media and Marketing

Pricing Concepts

Filters

Exam 14: Retailing

Unlike supermarkets,convenience stores:

Briefly explain the actions a retailer should take to address retail product/service failures.

Which of the following is true of freestanding retail store units?

Which of the following is widely believed to be true of the audio and visual factors creating a store's atmosphere?

Target markets in retailing are often defined by demographics,geographic boundaries,and psychographics.

Salespeople should practice trading-up techniques,whether customers need those products or not,to increase overall product sales.

Microtargeting is an effective tool for online retailing.

Which of the following is a case of brand cannibalization?

Retailers can better acquire and use assets when they customize store layouts and merchandise mixes to the tastes of local consumer bases.

Dillard's,Target,and Walmart use big data analytics to determine ______.

Shopper marketing brings brand managers and account managers together to connect with consumers along the entire path-to-purchase,whether it be at home,on the go via mobile marketing,or in the store.

Why is it important to maintain service quality in service industries? Explain the four areas that service distribution should focus on to maintain the quality of service.

_____ is the technique used to sift through the data collected by point-of-purchase scanning equipment.

Which of the following is true of the current retail industry?

Lily's Apparel,a renowned apparel store,focuses on Generation Y customers and provides them with a customized clothing experience.Lily's Apparel has defined its target market by _____.

In a franchise,a franchisor pays a franchisee for the right to use its name,product,and methods of operation.

Service quality is a priority in service industries because that industry is especially customer oriented.

Higher prices often indicate a level of exploitation that weakens the prestigious image of retailers.

Briefly explain the process of defining a target market.

An Overview of Marketing

Strategic Planning and Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Supply Chain Management and Marketing Channels

Marketing Communications

Advertising,public Relations,and Sales Promotion

Personal Selling and Sales Management

Social Media and Marketing

Pricing Concepts

Filters