Chapter 17-Marketing

Retailers help satisfy customers' needs by providing which of the following?

-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

To determine how much integration is best, each retailer must address issues such as which of the following?

-Brand image -Pricing -Integrated CRM -Supply chain

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?

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

Which of the following are part of the atmosphere of a store?

-Lighting -Music

Which of the following businesses would have the easiest time introducing a new product line in stores?

MAC Cosmetics, which operates its own retailers

The role of the retailer is to help ______.

the consumer and manufacturer

What does an integrated CRM facilitate?

-Handling customer complaints -Targeting future promotions -Expediting returns

What are three of the six Ps that marketers often rely on to facilitate retailing strategy?

-Personnel -Promotion -Price

Which statements about service retailers are true?

-They include health clubs and dry cleaners. -They primarily sell services rather than merchandise. -They are a large part of the retail industry.

What retailer offers a narrow but deep assortment of merchandise?

Category specialists

One advantage of using the ______ channel over the ______ channel is the much higher probability of having a deeper assortment of merchandise available.

Internet; store-based

Which statement is true of the Internet channel compared to the store and catalog channels?

It helps retailers offer a greater variety of products.

Which of the following is NOT one of the six Ps of retailing?

Partnerships

Manufacturers need to understand the ______ of different types of retailers to determine the best channels for their products

general characteristics

Getting customers into the stores by using newspapers, magazines, television, and social media refers to advertising in the ______, whereas displays and signs placed at the point of purchase or in aisles is advertising in the ______.

media; store

A manufacturer will seek out partnerships with _____ who will sell the manufacturer's products and/or services to the final consumers.

retailers

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

retailing

Omnichannel retailers ______ provide an integrated shopping experience across all their channels.

struggle to

Which of these refers to the controllable characteristics of a store, related to presentation?

Atmospherics

What advantage does online shopping have over traditional store channels?

Broader selection

Manufacturers will work with specific retailers depending on where their target consumers expect to find their products. What does this process refer to?

Customer expectations

Which of the following is a retail format that carries a broad variety and deep assortment of merchandise, offers customer services, and organizes the facilities into distinct sections for displaying certain product types?

Department stores

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

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

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

False

True or false: Service retailers, which sell services rather than merchandise, are a small and shrinking retail sector.

False

True or false: The important characteristics of retailers are the same in every industry.

False

Walmart and Target offer a broad variety of merchandise, limited service, and low prices but little or no high-end merchandise. Which type of retailers are they?

Full-line discount stores

Full-line discount, specialty, department, and off-price are all types of retailers that fall under which broad category?

General merchandise

The competition in food retailing could best be characterized as which of the following?

Highly competitive

To stay competitive with other types of food retailers, conventional supermarkets have employed a number of different strategies. Which of the following is NOT a common strategy that many conventional supermarkets have adopted?

Offering an athletic shoe department

What major benefit of using the Internet channel refers to the ability to tailor the information for each customer economically?

Personalization

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?

Personnel

Starbucks can saturate a market by opening stores in many of best locations of a city, This is an example of employing which of the following six Ps to one's competitive advantage?

Place

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?

Price

______ refers to a set of a business activities that add value to products and services sold to consumers for their personal or family use.

Retailing

Which of the following is NOT an actual distribution intensity level considered by manufacturers?

Retentive

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?

Supply chain intermediaries

Which of the following is true of the supply chain of retailers with an omnichannel operation that has matured?

They tend to integrate their Internet channel with stores and catalogues.

Distribution intensity is typically divided into how many levels?

Three

The general price range of the products offered by a retailer helps define its image.

True

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?

Vertical marketing system

Which of the following is NOT a type of retailer that falls under the general merchandise retailing category?

Wholesalers

Category specialists, also known as category killers, are ______ stores that offer a narrow but deep assortment of merchandise, where assistance is typically found only in certain areas of the store.

big-box

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 ______ across all channels.

brand image

It is very important for the retailer to provide a consistent ______ across all channels.

brand image

Macy's, JCPenney, and Kohl's are general merchandise retailers known as _____ stores. They offer a broad variety and deep assortment of products and customer services, with different types of merchandise displayed in distinct sections of the store.

department

Because each of the channels is somewhat ______, a critical decision facing multichannel retailers is the degree to which they should or are able to integrate the operations of the channels.

different

Customers do not expect ______ products in full-line discount stores.

higher-end

Effective omnichannel operations need a(n) ______, which consists of a centralized customer data warehouse that houses a complete history of each customer's interaction with the retailer.

integrated CRM system

Generally, the ______ and more sophisticated a firm is, the ______ likely it will be to use supply chain intermediaries.

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 ______ educating the ______ on how to use and sell its new product.

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 ______ and ______.

merchandise; service

When customer service or product offerings are individually tailored to the consumer shopping on an Internet channel, they are said to be ______.

personalized

In omnichannel marketing, customers expect ______ consistency for the same SKU across channels.

pricing

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

promotion