Question 1

For retailers, promotion refers to

Accepted Answer

A)  supply chain communication.
B)  the relationship between price and product.
C)  the image a store attempts to maintain through its pricing strategy.
D)  both the in-store environment and media communications.
E)  the seasonal discounts offered to move end-of-season items.F) A) and B)
G) B) and C)

Question 2

Category specialists are also known as category killers.

Accepted Answer

A) True 
 B)False

Question 3

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.F) A) and B)
G) None of the above

Question 4

Goeff used to work for a large, well-known retailer. He left that company to work for a much smaller company, and in doing so, he discovered that the channel functions were handled very differently in the smaller firm. Looking back at his experience, he noticed that larger firms

Accepted Answer

A)  perform many different channel functions themselves.
B)  have less control in the channel.
C)  are generally less efficient.
D)  spend more money wastefully.
E)  use more independent salespeople.F) B) and E)
G) A) and B)

Question 5

If you are a marketer for a manufacturer, and the marketing mix for your product focuses on very specific market segments, you'd probably 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.F) D) and E)
G) All of the above

Question 6

Full-line discount, category specialist, and specialty stores are all types of ________ retailers.

Accepted Answer

A)  food
B)  general merchandise
C)  price sensitive
D)  limited demand
E)  special appealF) A) and B)
G) None of the above

Question 7

Retailing is defined as the set of business activities that

Accepted Answer

A)  focuses on a firm's core values.
B)  focuses on transactions, but not relationships.
C)  add value to products and services sold to consumers for their personal or family use.
D)  separates wholesaling from manufacturing.
E)  occurs only in brick-and-mortar space.F) All of the above
G) C) and E)

Question 8

Which of these activities is least likely to be improved with the use of an integrated CRM?

Accepted Answer

A)  handling complaints
B)  expediting returns
C)  targeting future promotions
D)  providing a seamless customer experience
E)  collecting paymentsF) A) and B)
G) A) and C)

Question 9

________ offer a limited assortment of general merchandise at very low prices, often targeting low-income customers.

Accepted Answer

A)  Department stores
B)  Off-price retailers
C)  Discount stores
D)  Extreme-value retailers
E)  Category specialistsF) A) and E)
G) A) and D)

Question 10

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

Accepted Answer

It is difficult for retailers to disting...

Question 11

Retailing is the primary activity in which of these activities?

Accepted Answer

A)  selling goods to a retailer
B)  transporting pallets of Daisy brand dairy products
C)  selling goods on the Internet
D)  using containers to ship to Europe
E)  exchanging items of equal value with another personF) B) and E)
G) B) and C)

Question 12

________ include TJ Maxx and Overstock.com.

Accepted Answer

A)  Department stores
B)  Specialty stores
C)  Category killers
D)  Off-price retailers
E)  Full-line discount storesF) B) and C)
G) B) and D)

Question 13

Supercenters are large stores (185,000 square feet)that combine a supermarket with a full-line discount store.

Accepted Answer

A) True 
 B)False

Question 14

Carly owns a pet-sitting service. She recently paid a web developer to build a special version of her company website for use on smartphones. Customers will now be able to easily place orders for pet sitting on their cell phones. This is an example of

Accepted Answer

A)  M-commerce.
B)  smart retailing.
C)  cell selling.
D)  P-commerce.
E)  channel expansion.F) A) and B)
G) A) and C)

Question 15

Which of these channels is least likely to be used by retailers to sell products?

Accepted Answer

A)  catalogs
B)  the Internet
C)  wholesalers
D)  stores
E)  restaurants and hotelsF) C) and D)
G) C) and E)

Question 16

When a company offers consumers the ability to make purchases via a smartphone, this is known as

Accepted Answer

A)  M-commerce.
B)  smart retailing.
C)  portable selling.
D)  P-commerce.
E)  channel expansion.F) A) and D)
G) B) and C)

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

Effective omnichannel operations require an integrated CRM (customer relationship management)system.

Accepted Answer

A) True 
 B)False

Question 19

From the Heart Plantation produces organic food products like stone-ground grits and wild rice. The company has limited production capacity and wants to carefully control where its products are sold. From the Heart Plantation will likely choose ________ distribution intensity.

Accepted Answer

A)  luxury
B)  variable
C)  monopolistic
D)  intensive
E)  exclusiveF) A) and D)
G) C) and E)

Question 20

What determines how many of the marketing channel functions a particular manufacturer will perform?

Accepted Answer

A)  the type and availability of the product
B)  the location of the retailers
C)  the image the manufacturer wishes to display
D)  the manufacturer's size and level of sophistication
E)  the caliber of the consumerF) All of the above
G) B) and E)

Exam 16: Retailing and Omnichannel Marketing

Full-line discount, category specialist, and specialty stores are all types of ________ retailers.

Correct AnswerverifiedShow Answer

For retailers, promotion refers to

Correct AnswerverifiedShow Answer

Effective omnichannel operations require an integrated CRM (customer relationship management)system.

Correct AnswerverifiedShow Answer

Supercenters are large stores (185,000 square feet)that combine a supermarket with a full-line discount store.

Correct AnswerverifiedShow Answer

Retailing is defined as the set of business activities that

Correct AnswerverifiedShow Answer

From the Heart Plantation produces organic food products like stone-ground grits and wild rice. The company has limited production capacity and wants to carefully control where its products are sold. From the Heart Plantation will likely choose ________ distribution intensity.

Correct AnswerverifiedShow Answer

________ include TJ Maxx and Overstock.com.

Correct AnswerverifiedShow Answer

________ offer a limited assortment of general merchandise at very low prices, often targeting low-income customers.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of these channels is least likely to be used by retailers to sell products?

Correct AnswerverifiedShow Answer

Goeff used to work for a large, well-known retailer. He left that company to work for a much smaller company, and in doing so, he discovered that the channel functions were handled very differently in the smaller firm. Looking back at his experience, he noticed that larger firms

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedIt is difficult for retailers to disting...View AnswerShow Answer

What determines how many of the marketing channel functions a particular manufacturer will perform?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Category specialists are also known as category killers.

Correct AnswerverifiedShow Answer

Carly owns a pet-sitting service. She recently paid a web developer to build a special version of her company website for use on smartphones. Customers will now be able to easily place orders for pet sitting on their cell phones. This is an example of

Correct AnswerverifiedShow Answer

When a company offers consumers the ability to make purchases via a smartphone, this is known as

Correct AnswerverifiedShow Answer

Retailing is the primary activity in which of these activities?

Correct AnswerverifiedShow Answer

Which of these activities is least likely to be improved with the use of an integrated CRM?

Correct AnswerverifiedShow Answer

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It is difficult for retailers to disting...
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