Question 1

Which of the following firms has made the wisest wholesaler choice for its product?

Accepted Answer

A) Sam's Coal Country uses a drop shipper for its coal. 
B) Amy's Amazing Appetizers uses a rack jobber for its frozen apricot aperitifs. 
C) Hannah's Hardware uses a rack jobber for its hinges. 
D) Shayna's Superior Supplies uses a desk jobber for its staplers. 
E) Nova's Novelties uses a truck jobber for its never-needs-a-battery night lights. 
A) Sam's Coal Country uses a drop shipper for its coal. 
B) Amy's Amazing Appetizers uses a rack jobber for its frozen apricot aperitifs. 
C) Hannah's Hardware uses a rack jobber for its hinges. 
D) Shayna's Superior Supplies uses a desk jobber for its staplers. 
E) Nova's Novelties uses a truck jobber for its never-needs-a-battery night lights.

Question 2

The analytical tool that positions retail outlets in terms of the breadth of their product line and value added, such as location, product reliability, or prestige, is the

Accepted Answer

A) growth share matrix. 
B) MAC framework. 
C) market-product grid. 
D) retail positioning matrix. 
E) wheel of retailing. 
A) growth share matrix. 
B) MAC framework. 
C) market-product grid. 
D) retail positioning matrix. 
E) wheel of retailing.

Question 3

Enterprise car rental agency differentiates itself from other similar agencies by providing a delivery service. This delivery service is particularly valuable to someone who has been left stranded without transportation. By making it easy to rent temporary transportation, Enterprise is emphasizing which utility?

Accepted Answer

A) form 
B) product 
C) service 
D) possession 
E) convenience 
A) form 
B) product 
C) service 
D) possession 
E) convenience

Question 4

The three basic types of contractual systems are

Accepted Answer

A) retailer-sponsored cooperatives, wholesaler-sponsored voluntary chains, and franchises. 
B) dual ownership agreements, industry consortiums, and nonbinding cooperatives. 
C) wholesaler-sponsored voluntary chains, nonbinding cooperatives, and franchises. 
D) dual ownership agreements, industry consortiums, and multinational cartels. 
E) nonbinding, binding, and in perpetuity. 
A) retailer-sponsored cooperatives, wholesaler-sponsored voluntary chains, and franchises. 
B) dual ownership agreements, industry consortiums, and nonbinding cooperatives. 
C) wholesaler-sponsored voluntary chains, nonbinding cooperatives, and franchises. 
D) dual ownership agreements, industry consortiums, and multinational cartels. 
E) nonbinding, binding, and in perpetuity.

Question 5

There are three general forms of retail ownership: independent retailer, corporate chain, and

Accepted Answer

A) dual ownership. 
B) industry consortium. 
C) retailing cooperative. 
D) contractual system. 
E) multinational cartel. 
A) dual ownership. 
B) industry consortium. 
C) retailing cooperative. 
D) contractual system. 
E) multinational cartel.

Question 6

Retail outlets vary by their merchandise lines, the key distinction being the __________ of the items offered to customers.

Accepted Answer

A) scope and span 
B) breadth and depth 
C) breadth and inventory 
D) scope and inventory 
E) range and span 
A) scope and span 
B) breadth and depth 
C) breadth and inventory 
D) scope and inventory 
E) range and span

Question 7

Originally, filters for Mr. Coffee electric-drip coffeemakers were sold through appliance and mass merchandise stores. If the company decided to sell the filters in grocery stores where customers purchased their coffee, what type of intermediaries would the company most likely hire?

Accepted Answer

A) a full-line wholesaler 
B) a drop shipper 
C) a food broker 
D) a truck jobber 
E) a manufacturer's representative 
A) a full-line wholesaler 
B) a drop shipper 
C) a food broker 
D) a truck jobber 
E) a manufacturer's representative

Question 8

Which of the following statements regarding QVC is most accurate?

Accepted Answer

A) QVC broadcasts 12 hours a day 365 days a year. 
B) QVC reaches more than 198 million homes in the United States, United Kingdom, Germany, Italy, and Japan. 
C) QVC never offers the same product two days in a row. 
D) QVC sells all its items by dropping the price to $1.00, regardless of the product value, if it is not sold in one day. 
E) QVC entices customers to "stay tuned" by offering free products to random callers. 
A) QVC broadcasts 12 hours a day 365 days a year. 
B) QVC reaches more than 198 million homes in the United States, United Kingdom, Germany, Italy, and Japan. 
C) QVC never offers the same product two days in a row. 
D) QVC sells all its items by dropping the price to $1.00, regardless of the product value, if it is not sold in one day. 
E) QVC entices customers to "stay tuned" by offering free products to random callers.

Question 9

Ford and Coca-Cola represent which type of franchise?

Accepted Answer

A) business-format franchise 
B) manufacturing franchise 
C) general service franchise 
D) product-distribution franchise 
E) business franchise venture 
A) business-format franchise 
B) manufacturing franchise 
C) general service franchise 
D) product-distribution franchise 
E) business franchise venture

Question 10

The use of displays, coupons, product samples, and other brand communications to influence shopping behavior in a store is referred to as

Accepted Answer

A) functional qualities. 
B) level of service. 
C) shopper marketing. 
D) lifestyle attributes. 
E) psychographic elements. 
A) functional qualities. 
B) level of service. 
C) shopper marketing. 
D) lifestyle attributes. 
E) psychographic elements.

Question 11

Which type of wholesaler carries a broad assortment of merchandise and performs all channel functions?

Accepted Answer

A) drop shipper 
B) general merchandise wholesaler 
C) limited-line wholesaler 
D) specialty merchandise wholesaler 
E) rack jobber 
A) drop shipper 
B) general merchandise wholesaler 
C) limited-line wholesaler 
D) specialty merchandise wholesaler 
E) rack jobber

Question 12

The retail positioning matrix is an analytical tool that

Accepted Answer

A) positions retail outlets in terms of the breadth of product line and value added. 
B) identifies the best location for building or leasing a retail store. 
C) identifies the specific customer base served by all stores within a given radius. 
D) identifies the most likely target market for a retail outlet based upon its size. 
E) identifies the elements of the retailing mix. 
A) positions retail outlets in terms of the breadth of product line and value added. 
B) identifies the best location for building or leasing a retail store. 
C) identifies the specific customer base served by all stores within a given radius. 
D) identifies the most likely target market for a retail outlet based upon its size. 
E) identifies the elements of the retailing mix.

Question 13

Level of service is used to describe the degree of service provided to the customer. Three levels of service are provided by self-, __________, and full-service retailers.

Accepted Answer

A) limited- 
B) total- 
C) involvement- 
D) obligation- 
E) fixed- 
A) limited- 
B) total- 
C) involvement- 
D) obligation- 
E) fixed-

Question 14

Which of the following retailers is one of the largest hypermarkets in the world?

Accepted Answer

A) Target 
B) Kroger 
C) Carrefour 
D) Kmart 
E) Walmart 
A) Target 
B) Kroger 
C) Carrefour 
D) Kmart 
E) Walmart

Question 15

In the telemarketing industry, issues such as consumer privacy, __________, and industry standards have become a topic of discussion among consumers, Congress, the Federal Trade Commission (FTC), and businesses.

Accepted Answer

A) product quality 
B) price differences 
C) ethical guidelines 
D) on-time delivery 
E) competitive antics 
A) product quality 
B) price differences 
C) ethical guidelines 
D) on-time delivery 
E) competitive antics

Question 16

Intermediaries that represent a single producer and are responsible for designing promotional plans, setting prices, determining distribution policies, and making recommendations on product strategy are referred to as

Accepted Answer

A) brokers. 
B) line brokers. 
C) distribution brokers. 
D) selling agents. 
E) manufacturer's agents. 
A) brokers. 
B) line brokers. 
C) distribution brokers. 
D) selling agents. 
E) manufacturer's agents.

Question 17

The sales of products and services to consumers through personal interactions and demonstrations in their homes or offices is referred to as

Accepted Answer

A) direct selling. 
B) person-to-person sales. 
C) face-to-face selling. 
D) direct-response selling. 
E) customized selling. 
A) direct selling. 
B) person-to-person sales. 
C) face-to-face selling. 
D) direct-response selling. 
E) customized selling.

Question 18

One method of classification describes whether a retailer is self-, limited-, or full-

Accepted Answer

A) involvement. 
B) assortment. 
C) management. 
D) service. 
E) ownership. 
A) involvement. 
B) assortment. 
C) management. 
D) service. 
E) ownership.

Question 19

Because consumers often use price as an indicator of product quality, what decision factor becomes important in this situation?

Accepted Answer

A) perceived quality 
B) product benefits 
C) convenience 
D) brand name of the product 
E) maintained price 
A) perceived quality 
B) product benefits 
C) convenience 
D) brand name of the product 
E) maintained price

Question 20

Companies such as Avon, Fuller Brush, Mary Kay, and World Book are examples of firms that use

Accepted Answer

A) interface marketing. 
B) flex marketing. 
C) direct selling. 
D) interactive selling. 
E) responsive selling. 
A) interface marketing. 
B) flex marketing. 
C) direct selling. 
D) interactive selling. 
E) responsive selling.

Exam 16: Retailing and Wholesaling

Which of the following firms has made the wisest wholesaler choice for its product?

The analytical tool that positions retail outlets in terms of the breadth of their product line and value added, such as location, product reliability, or prestige, is the

The three basic types of contractual systems are

There are three general forms of retail ownership: independent retailer, corporate chain, and

Retail outlets vary by their merchandise lines, the key distinction being the __________ of the items offered to customers.

Originally, filters for Mr. Coffee electric-drip coffeemakers were sold through appliance and mass merchandise stores. If the company decided to sell the filters in grocery stores where customers purchased their coffee, what type of intermediaries would the company most likely hire?

Which of the following statements regarding QVC is most accurate?

Ford and Coca-Cola represent which type of franchise?

The use of displays, coupons, product samples, and other brand communications to influence shopping behavior in a store is referred to as

Which type of wholesaler carries a broad assortment of merchandise and performs all channel functions?

The retail positioning matrix is an analytical tool that

Level of service is used to describe the degree of service provided to the customer. Three levels of service are provided by self-, __________, and full-service retailers.

Which of the following retailers is one of the largest hypermarkets in the world?

In the telemarketing industry, issues such as consumer privacy, __________, and industry standards have become a topic of discussion among consumers, Congress, the Federal Trade Commission (FTC), and businesses.

Intermediaries that represent a single producer and are responsible for designing promotional plans, setting prices, determining distribution policies, and making recommendations on product strategy are referred to as

The sales of products and services to consumers through personal interactions and demonstrations in their homes or offices is referred to as

One method of classification describes whether a retailer is self-, limited-, or full-

Because consumers often use price as an indicator of product quality, what decision factor becomes important in this situation?

Companies such as Avon, Fuller Brush, Mary Kay, and World Book are examples of firms that use

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation Targeting and Positioning

Developing New Products and Services

Managing Successful Products Services and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Integrated Marketing Communications and Direct Marketing

Advertising Sales Promotion and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Financial Aspects of Marketing

Building an Effective Marketing Plan

Filters