mkt ch 17
One way to facilitate a smart retail strategy is to use the
6 P's
Which of the following refers to the controllable characteristics of a store related to presentation
Atmosphere
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
Which of the following are advantages that online shopping has over traditional store channels?
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
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 their facilities into distinct departments for displaying certain product types?
Department stores
Which of the following terms refers to the number of channel members used at each level of the marketing channel?
Distribution intensity
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
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.
Aldi is a type of supermarket that chooses to offer only one or two brands and sizes (one of which is always a store brand) in order to maximize efficiency and reduce costs. What type of supermarket is this called?
Limited-assortment
Which of the following are part of the atmosphere of a store?
Music Lighting
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 an athletic shoe department
Which of the following is NOT one of the six Ps?
Partnerships
_____ 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
______ 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
To determine how much integration is best, each retailer must address issues such as which of the following?
Supply chain Integrated CRM Pricing Brand image
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 statements about service retailers are true?
They are a large part of the retail industry. Examples include health clubs and dry cleaners. They primarily sell services rather than merchandise.
Distribution intensity is typically divided into how many levels?
Three
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
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
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
Whereas a(n) ______ supermarket is likely to carry around 30,000 SKUs at any given time, a(n) ______ food retailer will only stock around 1,500 SKUs in order to reduce costs and maximize efficiency.
conventional; extreme-value
Macy's, Sears, JCPenney, and Kohl's are all examples of general merchandise retailers known as ______ stores that carry a broad variety and deep assortment of products and customer services.
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
Retailers like Dollar General fall into the category of ______ stores. By contrast, retailers like Macy's are considered ______ stores.
extreme-value; department
True or false: 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
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
One of the retailer's most fundamental activities in fulfilling the needs of the target market is to provide the ideal blend of ______ and ______.
merchandise and service
One of the retailer's most fundamental activities in fulfilling the needs of the target market is to provide the ideal blend of ______ and _____
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 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
Which of the six Ps of retailing best defines the value of both merchandise and service?
price
6 P's
price, product, promotion, place, presentation, personnel
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
promotion
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 for personal or family use is known as
retailing
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
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
Which of the following is a type of food retailer?
supercenter
Which of the following refers to a large store that combines a supermarket with a full-line discount store?
supercenter
Stores such as Walmart, Fred Meyer, and SuperTarget are a combination of supermarkets and full-line discount stores. These are known as ____
supercenters
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
