Exam 15: Retailers, wholesalers, and Direct Marketers

​You have always been interested in wholesaling operations,and would like to get a job with a merchant wholesaler.Choose the type(s)of employers you will seek interviews with.

You represent a group of investors who are interested in entering the retail business.Many of these investors have significant past experience working with retailers,and they realize that the retail world is very competitive.They are also aware of the high failure rate for startups in this industry,so they ask you to recommend a retail strategy that could minimize potential losses by meeting the following criteria: ​ Overall operating expenses would be low. No traditional storefront or personal selling would be necessary. Minimal customer service would have to be provided. Customers would be able to place orders via the Internet,telephone,or mail. Based on the investors' preferences,which retail strategy would you recommend?​

A full-service retailer usually sells convenience products that people can purchase without any assistance.

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?​

Which of the following statements is true regarding manufacturer's representatives?

Limited-line retailers cater to the needs of people who want to select from complete lines in purchasing particular products.

Specialty stores typically carry convenience and shopping goods.

Direct-mail marketing relies heavily on database technology to manage lists of names and segment them according to the objectives of the promotional campaign.

A discount house offers fewer services to its customers.

Match each item with the correct statement below. -A(n)_____ typically handles only part of a single product line.

Explain how store atmospherics help retailers to attract customers.

Capodice Foods is wholesaler specializing in fresh produce and ​makes regular,daily deliveries to grocery stores and restaurants.Capodice Foods is an example of a _____ wholesaler.

A(n)_____ gathers buyers and sellers in one location and allows potential buyers to inspect merchandise before submitting competing purchase offers.

A lifestyle center is a type of planned shopping center that:

A department store is a:

Direct-response retailing does not include home shopping that sells merchandise through telephone orders.

General merchandise retailers distinguish themselves from specialty and limited-line retailers by the large number of product lines they carry.

Scrambled merchandising is a retailing practice of:

How do retailers select target markets?

Match each item with the correct statement below. -_____ is a retailing practice of combining dissimilar product lines to boost sales volume.