chapter 11 : marketing
Successful retailers of the future must adopt which type of buying experience that is both seamless and integrates multiple types of media?
Omni-channel marketing
Which type of wholesaler sends delivery trucks to stores, where the delivery people set up toys, paperbacks, hardware items, health and beauty aids, or other items?
Rack jobbers
A ________ has from 50 to more than 100 stores, including two or more full-line department stores.
regional shopping mall
By performing the channel function of ________, wholesalers' sales forces help manufacturers reach many small customers at a low cost.
selling and promoting
Hotels and motels, banks, airlines, restaurants, colleges, hospitals, movie theaters, tennis clubs, bowling alleys, repair services, hair salons, and dry cleaners are all examples of ________.
service retailers
Focusing the entire marketing process toward turning potential consumers into buyers as they approach the point of sale is known as ________.
shopper marketing
________ let retailers personalize offers to individual customers with carefully targeted messages.
Digital promotions
REI, Williams-Sonoma, and LensCrafters are examples of ________, stores that carry a narrow product line with a deep assortment.
specialty stores
__________ is a retailing technique of carefully orchestrating the store's layout and displays, background music, colors, and smells.
Experiential retailing
The Great Recession of 2008-2009 had a profound effect on the economy and consumers. Of the following, which represents one of the major consumer trends resulting from the Great Recession?
It turned free-spending consumers into value-seeking ones.
A discount store (for example, Target, Kohl's, or Walmart) sells standard merchandise at lower prices. To do this, discount stores accept which of the following two conditions?
Lower margins and higher sales volume
Through which channel function do wholesalers improve store layouts and displays?
Management services and advice
Which of the following types of wholesalers are independently owned businesses that take title to all merchandise handled?
Merchant wholesalers
The massive shift in how and where people buy calls for _________.
massive shifts in how store retailers operate
Which of the following describes the activities that play an important role in connecting brands to consumers in the final phases of the buying process?
Retailing
Macy's, Kohl's, and JCPenney practice a retailing pricing strategy called "high-low pricing." Which of the following correctly describes high-low pricing?
The retailer charges higher prices on an everyday basis, coupled with frequent sales and other price promotions.
Which of the following is true regarding omni-channel buyers?
They shift easily across online and in-store channels.
Which is an example of a retailer using augmented reality?
The Sherwin-Williams Color Visualizer app lets you "Color It Before You Paint It!" by uploading actual room images and painting them virtually.
Audi showrooms provide customers with tablets that allow them to select any car model and customize each element. They then put on a headset and earphones to experience the sights and sounds of their customized car. They can move around the outside of the car, open the trunk and doors, check under the hood, and even sit in the driver's seat. Which advance in retail technology does this exemplify?
Virtual reality
The key to good omni-channel marketing is ________.
creating that critical seamless, anywhere, anytime, omni-channel shopping experience that today's customers seek
Direct mail marketing ________.
is still heavily used by most retailers
What is the overall goal when retailers choose their product assortment?
Differentiate the retailer while matching target shoppers' expectations
After segmenting and defining their target markets, retailers must then decide ________.
how they will differentiate and position themselves
The retail marketing mix is made up of the product and services assortment, price, promotion, and ________.
location
