CH 11
Of product and services assortment, price, promotion, and place, which plays one of the most important roles in aligning target markets and positioning?
Place
The only reason for a wholesaler to exist is to ___________________ by increasing the efficiency and effectiveness of the entire marketing channel.
add value
Omni-channel retailing goes beyond just helping in-store customers as they cross-shop on mobile devices and requires _________________________.
carefully integrating the entire range of available shopping channels
Which of the following statements about major retail trends is NOT true? A.Major retailers are expanding globally. B.The green movement has not quite taken hold. C.There is a continued rise of megaretailers. D.Retailers have now adjusted to the new economic realities. E.Differentiation is now more difficult.
B.The green movement has not quite taken hold.
The three major groups of wholesalers are ________.
merchant wholesalers, brokers and agents, and manufacturers' and retailers' branches and offices
The trend of ________ has resulted in different types of retailers now selling the same products at the same prices to the same consumers.
retail convergence
Which of the following sets of characteristics correctly classifies retailers?
Amount of service offered, the breadth and depth of product lines, relative prices they charge, and how they are organized
Which of the following statements about the omni-channel buyer is NOT correct? A. Omni-channel buyers do not need the bricks-and-mortar environment in which to shop. B. They readily research products and prices online, shopping digitally from home, from work, in stores, or anywhere in between. C. They will cause a massive shift in how store retailers operate. D. They shift easily across online and in-store channels throughout the buying process. E. Omni-channel buying calls for omni-channel retailing.
A. Omni-channel buyers do not need the bricks-and-mortar environment in which to shop.
Which of the following correctly describes omni-channel retailing?
Creating a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping
Attracting and holding customers presents great challenges and decision points for retailers. Of the following, which is NOT one of the areas in which they face major decisions? A. Decisions regarding segmentation B.Social media and visibility decisions C. Store differentiation and positioning decisions D. Retail marketing mix decisions E. Decisions about targeting
Social media and visibility decisions
