Chapter 17 Marketing

Distribution intensity is typically divided into how many levels?

3

Which of the following are advantages that online shopping has over traditional store channels? (Select all that apply.)

Broader selection More information

Which of the following best describes a self-service food store that offers a wide range of groceries, meat, and produce with only a limited assortment of nonfood items such as health and beauty aids?

Conventional supermarket

Which of the following statements about service retailers are true?

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

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? (Select all that apply.)

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

Which of the following does an integrated CRM facilitate? (Select all that apply.)

Handling customer complaints Targeting future promotions Expediting returns

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

Internet; retail

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

It helps retailers offer a greater variety of products.

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?

Offer banks

Match the type of personalization (on the left) with the way in which it is typically implemented within the Internet channel (on the right).

Personalized customer service Providing help in the form of FAQs, 800 numbers, or online chats Personalized offerings Creating individualized web pages for each consumer based on his or her prior history, typically derived from past purchases

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

To determine how much integration is best, each retailer must address issues such as which of the following? (Select all that apply.)

Supply chain Integrated CRM Brand image Pricing

Unlike Estée Lauder, which is a large and established firm with the resources to provide itself with its own sales force to sell its products, smaller firms will probably need to rely on which of the following to help to distribute its products?

Supply chain intermediaries

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

atmosphere

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

In an omnichannel system in particular, it is most important for the retailer to provide a consistent ______ across all channels.

brand image

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

customer expectation

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

Your Answer correct Retailers like Dollar General fall into the category of ______ stores. By contrast, retailers like Macy's are considered ______ stores.

extreme-value; department

Service retailers, who sell services rather than merchandise, are a small and shrinking retail sector.

false

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

general merchandise

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

highly competitive

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 consequently sell its new product.

manufacturer; retailer

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

Which of the following are part of the atmosphere of a store? (Select all that apply.)

music lighting

One strategy that Starbucks uses is opening stores in areas where competing 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 ______ within the six Ps framework.

place

For retailers, knowing how much to charge for a given product reflects proficiency in which of the six Ps?

price

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 , one of the elements of the six Ps framework.

price

Which of the six Ps of retailing best defines the value of both merchandise and service?

price

To facilitate retailing strategy, marketers often rely on the six Ps, which include__________, _________, _________, place, presentation, and personnel.

price promotion product

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

pricing

When a retailer advertises using newspapers, magazines, television, and social media, the retailer is using , one of the six Ps.

promotion

______ 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

One way to facilitate a smart retail strategy is to use the ____ Ps.

six

Channel ______ refers to the way in which a manufacturer gets its products to the retailer's channels.

structure

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

struggle to

The role of the retailer is to help ______.

the consumer and manufacturer

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

wholesaler

The categories and characteristics of retailers are the same in every industry.

false

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

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

partnership

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

retailing

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

retentive

What retailer offers a narrow but deep assortment of merchandise?

Category specialists

Conventional supermarkets tend to have higher profit margins on some items and smaller margins on others. Which of the following product types do conventional supermarkets typically have the smallest margin on?

beauty aids

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

big box

A product is made by a manufacturer and is then delivered to a given retailer. The route or pathway that the product takes to get from the manufacturer to the retailer is known as ______.

channel structure

A manufacturer of clothing apparel currently sells its products at Neiman Marcus and Dillard's. A new survey shows that a majority of its customers now 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.

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

Which of the following are ways in which retailers help satisfy customers' needs regarding product? (Select all that apply.) They provide ________.

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.

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

retailers

Personalized ______ refers to ways in which the firm literally helps the consumer during the online shopping experience, personalized ______ refers to how the firm tailors the website for the consumer based on past shopping patterns.

service; offerings