ch16 marketing

What advantage does online shopping have over traditional store channels?

Broader selection

Which of the following are part of the atmosphere of a store? (Choose every correct answer.)

Music Lighting

Distribution intensity is typically divided into how many levels?

Three

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

wholesaler

The role of the retailer is to help_______

the consumer and manufacturer

Which statements about service retailers are true?

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

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?

Add the Internet channel.

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

Atmospherics

Why should businesses carefully consider how they gather data and what they do with it?

Collecting and selling personal data about customers could be unethical.

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

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.

What does an integrated CRM facilitate? (Choose every correct answer.)

Expediting returns Handling customer complaints Targeting future promotions

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

F- Services retailing is a large and growing retail sector.

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

F- he characteristics of a retailer that are important in one industry may be quite different from those in another.

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.)

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

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

Highly comp

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.

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 statement is true of the supply chain of an omnichannel retailer?

It often includes multiple distribution centers.

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

Which of these are included in the "processes" aspect of retail strategy? (Choose every correct answer.)

Ordering merchandise Transmitting credit card sales

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

Actions taken to get a good or service to a customer fall under which one of the Ps of retail strategy?

Processes

Retailers help satisfy customers' needs by providing which of the following? (Choose every correct answer.)

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

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

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

T- The prices of a retailer's products affect customers' perceived image of the retailer's price-quality relationship.

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?

The channel is vertically integrated.

Why do some consumers feel upset about the fact that businesses are collecting their personal information? (Choose every correct answer.)

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.

What factors determine how difficult it is for a manufacturer to persuade retailers to purchase its products? (Choose every correct answer.)

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

Which statements about service retailers are true? (Choose every correct answer.)

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

Why might a business choose to expand its market presence by adding the Internet channel? (Choose every correct answer.)

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. Catalogs are expensive to print and mail, and some customers disapprove of their effect on the environment.

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.

brand image

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

brand image

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

f-Different channels may have different prices in order to remain competitive.

Manufacturers need to understand the Blank______ of different types of retailers to determine the best channels for their products Multiple choice question.

general characteristics

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

highly comp

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.

integrated CRM system

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

larger; less

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

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.

manufacturer; retailer

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.

media; store

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______.

merchandise; service

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?

place

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.

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- Promotions certainly affect where and how to position a brand, but such decisions are more temporary and may not affect where the overall brand is presented.

In omnichannel marketing, customers expect Blank______ consistency for the same SKU across channels. Multiple choice question.

pricing

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

promotion

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

retailing

Omnichannel retailers Blank______ provide an integrated shopping experience across all their channels. Multiple choice question.

struggle w/