Chapter 16 Assignment for Module 11

Why should businesses carefully consider how they gather data and what they do with it? Multiple choice question. Collecting and selling personal data about customers could be unethical. It undermines the retailer's basic purpose of selling products. The data is likely to be inaccurate. Collecting data on people is illegal.

Collecting and selling personal data about customers could be unethical.

Which of the following are part of the atmosphere of a store? (Choose every correct answer.) Multiple select question. Buyers Prices Music Lighting

Music Lighting

Getting customers into the stores by using newspapers, magazines, television, and social media refers to advertising in the Blank______, whereas displays and signs placed at the point of purchase or in aisles is advertising in the Blank______. Multiple choice question. warehouse; media store; media public; private media; store

media; store

The role of the retailer is to help Blank______. Multiple choice question. the manufacturer only the consumer and manufacturer the competitors in the industry the consumer only

the consumer and manufacturer

A manufacturer selling hammers is trying to decide whether it should conduct business with Walmart and Home Depot. Which of the four factors for establishing a relationship with retailers best characterizes the situation? Multiple choice question. Developing a retail strategy Managing an omnichannel strategy Choosing retail partners Identifying types of retailers

Choosing retail partners

What type of advertising occurs when a manufacturer and retailer work together to deliver an advertising message to the target market? Multiple choice question. Cooperative Syndicated Targeted Pull

Cooperative

Which of these businesses likely has the largest influence on product decision making? Multiple choice question. Costco, a warehouse club Corner Market, a local grocery chain Central Pharmacy, an independent drugstore ConneXion, an electronics wholesaler

Costco, a warehouse club

Amazon.com is an Internet channel that consumers use to purchase a wide variety of products. Which of the following aspects of Amazon.com are advantages it has over the store channel? (Choose every correct answer.) Multiple select question. Greater ability to collect information about consumer shopping behavior Greater selection of products Greater personalized information Greater ability for consumers to touch and try the merchandise

Greater ability to collect information about consumer shopping behavior Greater selection of products Greater personalized information

One advantage of using the Blank______ channel over the Blank______ channel is the much higher probability of having a deeper assortment of merchandise available. Multiple choice question. catalog; Internet Internet; store-based Internet; mobile retail; Internet

Internet; store-based

When retailers create individualized web pages for each consumer based on the consumer's prior purchase history, what are the retailers providing? Multiple choice question. Personalized offerings Click bait Subscription services Personalized customer service

Personalized offerings

To determine how much integration is best, each retailer must address issues such as which of the following? (Choose every correct answer.) Multiple select question. Integrated CRM Brand image Pricing Sales tax Supply chain

Supply chain Integrated CRM Brand image Pricing

Firms use online chats to address specific questions that might not be answered on a traditional FAQ or noninteractive help source. What does this aspect of an online chat refer to? Multiple choice question. The cost-effectiveness for the firm The timeliness in which answers are met The six Ps of retailing The personalization of customer service

The personalization of customer service

Distribution intensity is typically divided into how many levels? Multiple choice question. Four Five Two Three

Three

MAC, a brand of makeup produced by Estée Lauder, sells through the company's retail outlets. Therefore, whenever a new MAC product is made, it is automatically brought into Estée Lauder retailing outlets. Which type of channel structure does this setup represent? Multiple choice question. Vertical marketing system Horizontal production setup Horizontal marketing system Vertical production setup

Vertical marketing system

Under which of these circumstances would a firm probably benefit from an exclusive distribution strategy? (Choose every correct answer.) Multiple select question. When the firm is just starting out When supply is limited When the goal is to place products in the largest possible number of retail outlets When the seller wants to maintain a particular image and control the flow of merchandise into an area

When the firm is just starting out When supply is limited

When a firm offers to directly interact with a consumer through the Internet in real time, this is known as Blank______, a timely and direct type of personalized customer service. Multiple choice question. an interactive pop-up crowdsourcing an online chat an FAQ

an online chat

When you go on Amazon.com and notice a section of recommended items that you might like on the page, this is an example of a(n) Blank______ offering derived from your past purchases. Multiple choice question. personalized standardized randomized traditional

personalized

One strategy that Starbucks uses is opening stores in areas where other coffee shops would have little chance of staying competitive with Starbucks. What Starbucks is essentially doing is saturating the market, a strategy that falls under Blank______ within the six Ps framework. Multiple choice question. product place price promotion

place

In omnichannel marketing, customers expect Blank______ consistency for the same SKU across channels. Multiple choice question. pricing sales tax delivery schedule shipping fee

pricing

One thing a manufacturer will look for when deciding on a(n) BLANK partner is whether or not its customers match the manufacturer's target market.

retailer

A manufacturer will seek out partnerships with BLANK who will sell the manufacturer's products and/or services to the final consumers. (Remember to type only one word in the blank.)

retailers or retails

Between the intensive and exclusive distribution strategies lies BLANK distribution, which uses a few, well-selected retailers in a territory.

selective

The percentage of a customer's purchases that are made from a particular store is that store's Blank______. Multiple choice question. CRM M-commerce atomospherics share of wallet

share of wallet

Which strategy for wide distribution involves getting products into as many different outlets as possible? Multiple choice question. Intensive Exclusive Selective Repetitive

Intensive

Pepsi and other soda companies almost always try to get their products into as many different outlets as possible. What is the name of this type of distribution strategy? Multiple choice question. Selective distribution Exclusive distribution Intensive distribution Extensive distribution

Intensive distribution

Actions taken to get a good or service to a customer fall under which one of the Ps of retail strategy? Multiple choice question. Product Presentation Promotion Processes

Processes

True or false: Omnichannel retailers price items the same regardless of channel.

False

What does an integrated CRM facilitate? (Choose every correct answer.) Multiple select question. Targeting future promotions Handling customer complaints Moving goods from the distribution center faster Expediting returns Isolating customer experiences on different channels

Handling customer complaints Targeting future promotions Expediting returns

Which statements about product storage are true? (Choose every correct answer.) Multiple select question. Manufacturers like to store as much inventory as possible. Some retailers are beginning to push suppliers to hold more of their inventory. Retailers provide a value to manufacturers and consumers by housing products for sale. Consumers generally do not want to purchase more product than they need.

- Retailers provide a value to manufacturers and consumers by housing products for sale - Some retailers are beginning to push suppliers to hold more of their inventory - Consumers generally do not want to purchase more of a product than they need.

If a business offers unique, desirable merchandise but has only a few stores, what is most likely the least expensive way to expand its market presence? Multiple choice question. Launch an advertising campaign via direct mailings to consumers in nearby regions. Print and mail a product catalog. Add the Internet channel. Build new stores.

Add the Internet channel.

Which of these refers to the controllable characteristics of a store, related to presentation? Multiple choice question. Co-op advertising Promotion Atmospherics M-commerce

Atmospherics

One consideration in retail strategy is trying to figure out what to charge a customer for a given brand within a product category. This consideration refers to BLANK, one of the elements of the six Ps framework.

BLANK: Price

One thing a manufacturer will look for when deciding on a(n) BLANK partner is whether or not its customers match the manufacturer's target market.

BLANK: retailer

Adding value to products and services sold to consumers in households for their personal or family use is known as BLANK

BLANK: retailing

Between the intensive and exclusive distribution strategies lies BLANK distribution, which uses a few, well-selected retailers in a territory.

BLANK: selective

Why might a business choose to expand its market presence by adding the Internet channel? Adding an Internet channel is attractive to retailers that have strong brand names but limited locations and distribution. Adding an Internet channel makes it easier to maintain a consistent brand image and effective supply chain. When customers go to stores, they typically shop close to where they live. Catalogs are expensive to print and mail, and some customers disapprove bc environment.

Catalogs are expensive to print and mail, and some customers disapprove of their effect on the environment. When customers go to stores, they typically shop only at those that are close to where they live. Adding an Internet channel is attractive to retailers that have strong brand names but limited locations and distribution.

Manufacturers will work with specific retailers depending on where their target consumers expect to find their products. What does this process refer to? Multiple choice question. Customer expectations Retailer expectations Consumer aspirations Manufacturer aspirations

Customer expectations

In the four-factor framework for establishing a relationship with retailers, which step involves manufacturers and retailers working together to implement the six Ps of retailing? Multiple choice question. Choosing retailing partners Developing a retail strategy Identifying types of retailers Managing an omnichannel strategy

Developing a retail strategy

Which of the following terms refers to the number of channel members used at each level of the marketing channel? Multiple choice question. Consumption tiers Channeling frequency Marketing consistency Distribution intensity

Distribution intensity

Which type of distribution uses a few, carefully identified retailers in a given territory with the intention of maintaining a particular image and controlling the flow of merchandise into an area? Multiple choice question. Exclusive distribution Intensive distribution Expansive distribution Selective distribution

Exclusive distribution-WRONG

Which of these products would likely be marketed via a selective distribution strategy? (Choose every correct answer.) Multiple select question. Ordinary canvas shoes Expensive coats Designer purses and handbags Bargain-priced underwear

Expensive coats Designer purses and handbags

Which statement is true of the Internet channel compared to the store and catalog channels? Multiple choice question. It makes it more difficult to collect information about consumer behavior. It helps retailers offer a greater variety of products. It makes it more difficult to personalize products and services. It makes it more difficult to enter new markets.

It helps retailers offer a greater variety of products.

Which of the following is true of M-commerce? Multiple choice question. It is receiving a lot of investment from retailers. Unlike e-commerce, it reflects a traditional approach to marketing. It is an essential part of the of the sixth P, Personnel. It is declining due to the increased use of mobile phones.

It is receiving a lot of investment from retailers.

Which of these are included in the "processes" aspect of retail strategy? (Choose every correct answer.) Multiple select question. Transmitting credit card sales Advertising products Ordering merchandise Training employees

Ordering merchandise Transmitting credit card sales

When a retailer places advertisements in newspapers, magazines, television, and social media, the retailer is using BLANK, one of the six Ps.

Promotion

Which of these are sources of information a clothing retailer would use to build relationships with its best customers? (Choose every correct answer.) Multiple select question. Store personnel Customer shopping habits Browsing activity on its website Government data on wholesale trade

Store personnel Customer shopping habits Browsing activity on its website

Unlike Estée Lauder, which is a large and established firm with the resources to provide its own sales force to sell its products, what will smaller firms probably need to rely on to help to distribute their products? Multiple choice question. Supply chain intermediaries Larger retailing firms Larger manufacturing firms Demand chain intermediaries

Supply chain intermediaries

True or false: The general price range of the products offered by a retailer helps define the store's image.

True

Guitar Center reinforces its image of selling high-quality musical equipment in its stores and catalogs and on its website. This is an example of providing a consistent Blank______ across all channels. Multiple choice question. CRM brand image retail partner supply chain

brand image

It is very important for the retailer to provide a consistent Blank______ across all channels. Multiple choice question. distribution system brand image advertising mix supply chain

brand image

What advantage does online shopping have over traditional store channels? Multiple choice question. More trustworthy More helpful employees Broader selection Faster delivery

broader selection

Advertising that manufacturers and retailers develop together to defray costs and guarantee that a cohesive message is delivered to the customer is called Blank______ advertising. Multiple choice question. direct mail cooperative allowance co-branded

cooperative

Because each of the channels is somewhat Blank______, a critical decision facing multichannel retailers is the degree to which they should or are able to integrate the operations of the channels. Multiple choice question. profitable inexpensive lengthy different

different

A designer store, such as Prada or Chanel, would opt for a(n) Blank______ distribution strategy. Multiple choice question. exclusive creative selective intensive

exclusive

If Ford allows only one retailer or dealer in a given territory the ability to sell its particular brand, it is using a(n) Blank______ distribution strategy. Multiple choice question. intensive exclusive selective horizontal

exclusive

Effective omnichannel operations need a(n) Blank______, which consists of a centralized customer data warehouse that houses a complete history of each customer's interaction with the retailer. Multiple choice question. vertically integrated supply chain personalized service at all levels sustainable competitive advantage integrated CRM system

integrated CRM system

Generally, the Blank______ and more sophisticated a firm is, the Blank______ likely it will be to use supply chain intermediaries. Multiple choice question. smaller; less larger; less smaller; more larger; more

larger; less

Imagine that Apple conducts a seminar with Best Buy employees on new features in Apple's latest iPhone. This would be an example of the Blank______ educating the Blank______ on how to use and sell its new product. Multiple choice question. retailer; manufacturer consumer; retailer retailer; consumer manufacturer; retailer

manufacturer; retailer

One of a retailer's most fundamental activities in fulfilling the needs of the target market is to provide the ideal blend of Blank______ and Blank______. Multiple choice question. labor; service merchandise; service service; personnel merchandise; promotion

merchandise; service

Marcella receives coupons in the mail from the supermarket where she gets most of her groceries. The coupons are personalized based on her buying behavior. The supermarket is trying to encourage Marcella to increase the percentage of her purchases there, which is known as Blank______. Multiple choice question. share of wallet supply chain management off-pricing specialization

share of wallet

Retailers provide Blank______ benefits by taking on large amounts of inventory that would otherwise need to be held in a manufacturer's warehouse. Multiple choice question. transportation storage marketing product

storage

Omnichannel retailers Blank______ provide an integrated shopping experience across all their channels. Multiple choice question. easily struggle to find it impossible to automatically

struggle to

Retailers help satisfy customers' needs by providing which of the following? (Choose every correct answer.) Multiple select question. Limited service since consumers would rather wait on themselves Restricted and reduced product access A mix of services relating to the products they sell An assortment of products geared toward their target market Products in the quantities their customers wish to buy

A mix of services relating to the products they sell Products in the quantities their customers wish to buy An assortment of products geared toward their target market

Statement best describes relationship between manufacturers and big retailers with regard to product decision making? Multiple choice question. Manufacturers make almost all the decisions regarding products that they make. Manufacturers have more of a say in product decision making than big retailers. Big retailers have more of a say in product decision making than manufacturers do. Product decision making is an equal partnership between manufacturers and big retailers.

Big retailers have more of a say in product decision making than manufacturers do.

Which statement best describes the relationship between manufacturers and big retailers, such as Home Depot or Walmart, with regard to product decision making? Multiple choice question. Manufacturers make almost all the decisions regarding products that they make. Big retailers have more of a say in product decision making than manufacturers do. Manufacturers have more of a say in product decision making than big retailers. Equal partnership between manufacturers and big retailers.

Big retailers have more of a say in product decision making than manufacturers do.

One way that retailers collect information about their customers is through a CRM database, which helps develop loyal customers and operate loyalty programs. What does CRM stand for? Multiple choice question. Customer relationship messaging Consumer recording mechanism Consumer regulatory messaging Customer relationship management

Customer relationship management

A manufacturer of clothing currently sells its products at Neiman Marcus and Dillard's. A survey shows majority of its customers expect products at Neiman Marcus, Macy's, and Saks Fifth Avenue, but few customers expect products at Dillard's or Marshalls. If manufacturer acts on its customers' expectations, what action would it take to its retail partnerships? Drop Dillard's add Macy's and Saks. Drop Dillard's add Marshalls and Macy's. Add Marshalls, Macy's, and Saks. Drop Neiman and add Macy's.

Drop Dillard's and add Macy's and Saks Fifth Avenue.

Which statement is true of the supply chain of an omnichannel retailer? Multiple choice question. It usually involves decentralized inventory. It eliminates the need to provide an integrated shopping experience. It often includes multiple distribution centers. It usually involves a single distribution center.

It often includes multiple distribution centers.

Retailing that takes place through mobile devices is called Blank______. Multiple choice question. broadband retailing mobi-tailing M-commerce P-commerce R-commerce

M-commerce

Retailing that takes place through mobile devices is called Blank______. Multiple choice question. mobi-tailing P-commerce M-commerce broadband retailing R-commerce

M-commerce

Which of the following businesses would have the easiest time introducing a new product line in stores? Multiple choice question. MAC Cosmetics, which operates its own retailers Milwaukee Tool, which sells its products at Home Depot Fruit of the Loom, which sells its products in Walmart and Sears Cal-Organic Farms, which partners with several grocery store chains

MAC Cosmetics, which operates its own retailers

Which of these become more complicated when a retailer adds an Internet channel to its traditional store-based sales strategy? Entering new markets economically Maintaining an effective supply chain Developing pricing strategies across channels Maintaining a consistent brand image

Maintaining an effective supply chain Developing pricing strategies across channels Maintaining a consistent brand image

The business activities associated with retailing involve both products and services. Which of the following is NOT a venue where retailing occurs? Multiple choice question. Internet web page Catalog Manufacturer's warehouse Retailing store

Manufacturer's warehouse

If a manufacturer instructs a retailer on how to use a newly released product, this would be an example of the manufacturer getting involved with which of the following six Ps? Multiple choice question. Presentation Price Personnel Place

Personnel

Brookstone is a retailer known for opening stores in airports, where they have a captive market. This is an example of employing which of the following six Ps to one's competitive advantage? Multiple choice question. Presentation Promotion Place Price Product

Place

Which of the six Ps of retailing best defines the value of both merchandise and service? Multiple choice question. Product Place Promotion Price

Price

Which of these is important for the manufacturer and retailer to consider when determining how to position a brand and the products that fall under the brand? Multiple choice question. Product Promotion Place Price

Price

When a retailer develops and markets a product that is available for the consumer to purchase from that retailer only, the retailer has made what type of brand? Multiple choice question. Public-label Private-label National but not global Generic-label

Private-label

Which of the following refers to business activities that include the purchase of products at stores, through catalogs, and over the Internet, as well as services, such as fast-food restaurants, airlines, and hotels? Multiple choice question. Wholesaling Manufacturing Distributing Retailing

Retailing

______ refers to a set of a business activities that add value to products and services sold to consumers for their personal or family use. Multiple choice question. Wholesaling Retailing Value marketing Distribution

Retailing

By adding Internet channels, how have traditional store-based retailers improved ability to serve customers, build competitive advantages? Sellers can enter new markets economically by reaching customers through the Internet. Internet channels allow sellers to collect information about consumers' shopping behavior. Internet channels can host a wider, broader selection of products. Internet channels make it easier for the retailer to maintain a consistent brand image and effective supply chain

Sellers can enter new markets economically by reaching customers through the Internet. Internet channels allow sellers to collect information about consumers' shopping behavior. Internet channels can host a wider, broader selection of products.

By adding Internet channels, how traditional store-based retailers improved ability to serve customers and build competitive advantages? Sellers can enter new markets economically by reaching customers through the Internet. Internet channels can host a wider, broader selection of products. Internet channels allow sellers to collect information about consumers' shopping behavior. Internet channels make it easier for the retailer to maintain a consistent brand image and effective supply chain.

Sellers can enter new markets economically by reaching customers through the Internet. Internet channels can host a wider, broader selection of products. Internet channels allow sellers to collect information about consumers' shopping behavior.

Private-label brands (brands that retailers have developed) are also known as what? Multiple choice question. Bargain-bin brands Store brands Public-label brands "Brandless" brands

Store brands

What do manufacturers look at when choosing a retail partner? (Choose every correct answer.) Multiple select question. The basic channel structure Channel member characteristics Quality of distributors Where the target customers expect to find their products Wholesaler opportunities

The basic channel structure Channel member characteristics Where the target customers expect to find their products

A company that manufactures shampoo has been unable to persuade a large retail outlet to purchase its products, because the retailer makes and sells mostly its own brand of shampoo. What marketing problem has the manufacturer encountered? Multiple choice question. The retailer is more powerful than the manufacturer. The channel is vertically integrated. The manufacturer's brand is not strong enough. The manufacturer is attempting to establish an exclusive distribution policy.

The channel is vertically integrated.

Why do some consumers feel upset about the fact that businesses are collecting their personal information? Consumers don't understand why a business might want their personal information. The consumer cannot control what a business might do with this personal information in the future. The consumer might be bombarded with unwelcome advertisements online or in the mail. The business might sell the information to other companies or individuals.

The consumer cannot control what a business might do with this personal information in the future. The consumer might be bombarded with unwelcome advertisements online or in the mail. The business might sell the information to other companies or individuals.

Why new company grant exclusive distribution of its products to one retailer or chain? Inventory is not very large. Agreement provides the buying public an adequate selection at specific retail outlets. Retailers will have no need for advertising, personal selling, and promotions for products. Retailers know no competing retailers to cut prices, so their profit margins are protected. By granting exclusive territories, the firm gives those retailers a strong incentive to market its products.

The firm's inventory is probably not very large. This agreement provides the buying public an adequate selection at specific retail outlets. The retailers know there will be no competing retailers to cut prices, so their profit margins are protected. By granting exclusive territories, the firm gives those retailers a strong incentive to market its products.

What factors determine how difficult it is for a manufacturer to persuade retailers to purchase its products? (Choose every correct answer.) Multiple select question. The degree to which the channel is vertically integrated The strength of the manufacturer's brand The characteristics of channel members The relative power of the manufacturer and retailer

The relative power of the manufacturer and retailer The degree to which the channel is vertically integrated The strength of the manufacturer's brand