MKTG 3310 - Ch. 16

Manufacturers and retailers develop their strategy by implementing the ______.

4 Ps

_______ are packets of electronic data that can be used to identify end users and track their online surfing patterns.

Cookies

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

Expediting returns Handling customer complaints Targeting future promotions

Omnichannel retailers price items the same regardless of channel.

False

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

Highly competitive

Most consumer packaged goods companies, such as Pepsi, Procter & Gamble, Kraft, and other nationally branded products found in grocery and discount stores are examples of which level of distribution intensity?

Intensive

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 supply chain of an omnichannel retailer?

It often includes multiple distribution centers.

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

Lighting Music

In addition to its regular retail outlets, Starbucks has stores in shopping malls, airports and supermarkets. What element of the marketing mix does this represent?

Place

MAC, a brand of makeup produced by Estée Lauder, sells through the company's retail outlets. Therefore, whenever a new MAC product is made, it is automatically brought into Estée Lauder retailing outlets. Which type of channel structure does this setup represent?

Vertical marketing system

_______ like Costco and Sam's Club offer an irregular assortment of products, low service levels, and low prices that often require membership for shoppers.

Warehouse clubs

Perhaps the greatest benefit offered by stores is the opportunity for customers to use _______.

all five of their senses to examine products

It is very important for the retailer to provide a consistent ______ across all channels.

brand image

General merchandise retailers include all of the following EXCEPT _______.

convenience stores

Manufacturers need to understand the ______ of different types of retailers to determine the best channels for their products

general characteristics

The idea behind a(n) _______ distribution strategy is that the more exposure a product gets, the more sales it will generate.

intensive

Estée Lauder would not choose to sell to CVS or Dollar General because ________.

its customers would not expect to shop at those stores for high-end cosmetics like Estée Lauder

When choosing retail partners, manufacturers look at all of the following EXCEPT _______.

number of advertising outlets

Because of competition in various channels, what element of omnichannel retailing must often be adjusted in order for a retailer to remain competitive?

price

Developing a retail strategy using the marketing mix involves using all of the following EXCEPT _______.

process

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

retailing

The _______ distribution strategy relies on placing products with a few selected retail customers in a geographic territory.

selective

Adding an Internet channel is particularly attractive to retailers with ______ brand names and _______ locations and distribution.

strong; limited

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

struggle to

Which of the following is NOT a benefit of Internet and omnichannel retailing?

Ability to accept cash payments

Which of the following is NOT a benefit of having an integrated CRM system?

Ability to predict economic downturns

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

Atmospherics

Which of the following are advantages that online shopping has over traditional store channels?

Broader selection

When it comes to the marketing mix element of "place," what is a key ingredient for brick-and-mortar retailers?

Convenient locations

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

_______ are developed by a manufacturer in conjunction with a retailer and sold exclusively at that retailer's stores.

Exclusive brands

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

False

The important characteristics of retailers are the same in every industry.

False

Which of the following is a likely result of companies being able to perform several of the channel functions themselves?

Greater efficiency

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

Which of the following is NOT one of the four factors to consider as manufacturers develop their strategy for working with retailers?

Identifying types of wholesalers

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.

Which of the following businesses would have the easiest time introducing a new product line in stores?

MAC Cosmetics, which operates its own retailers

TJ Maxx, Marshalls, and Big Lots offer an inconsistent assortment of brand name merchandise at a significant discount from the manufacturer's suggested retail price. They are examples of which type of retailer?

Off-price retailers

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 the following is NOT one of the six Ps?

Partnerships

______ is a major benefit to using the Internet channel and refers to the ability to tailor the information for each customer economically.

Personalization

Based on consumers' purchases, online retailers will often make recommendations for other products they think the customers might enjoy. This is an example of which benefit of omnichannel retailing?

Personalized offerings

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

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

______ 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

What are three of the six Ps that marketers often rely on to facilitate retailing strategy?

Price Promotion Personnel

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

Pricing Brand image Supply chain Integrated CRM

______ 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

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 is NOT a challenge of omnichannel retailing?

Technical issues

Which of the following is NOT a benefit of shopping in traditional brick-and-mortar stores?

They have lower prices on most products.

Which of the following statements about service retailers are true? (Select all that apply.)

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

Distribution intensity is typically divided into how many levels?

Three

The general price range of the products offered by a retailer helps define its image.

True

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

Wholesalers

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

Stores are the only major channel that accepts ______ payments, which is a benefit for some consumers.

cash

Salespeople can be particularly helpful when purchasing a(n) _______ product.

complex

Retailers need to provide a ________ brand image across each type of channel.

consistent

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

Firms decide the appropriate level of _______, which is the number of channel members to use at each level of the marketing channel.

distribution intensity

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

Some cosmetics firms limit distribution to a single select, high-end retailer in each region. This is an example of _______ distribution.

exclusive

When supply is limited or a firm is just starting out, providing a(n) ________ territory to a retail chain helps ensure enough inventory will be available to provide the buying public an adequate selection.

exclusive

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

extreme-value; department

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

Generally, the _______ and ______ sophisticated the channel member, the less likely that it will use supply chain intermediaries.

larger; more

An effort to communicate with consumers through wireless handheld devices such as cellular phones is referred to as _______.

m-commerce

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 retailers' most fundamental activities in fulfilling the needs of the target market is to provide the ideal blend of ______ and ______.

merchandise; service

Retailers that sell products in stores, catalogs, and on the Internet are using a(n) ________ strategy.

omnichannel

To improve customer service from an electronic channel, many firms offer _______, which provide customers the opportunity to click a button at any time and have an instant messaging e-mail or voice conversation with a customer service representative.

online chats

When customer service or product offerings are individually tailored to the consumer shopping on an Internet channel, they are said to be ______.

personalized

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

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

pricing

Retailers help satisfy customers' needs regarding product by providing which of the following?

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

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

promotion

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

retailers

Home-care services such as lawn and garden maintenance, house cleaning, health care, personal training, and meal preparation are all types of _______.

service retailers

Stores that combine a supermarket with a full-line discount store are called _______.

supercenters

Manufacturers strongly consider where their __________ expect to find the products, because those are exactly the stores in which they want to place their products.

target customers

The role of the retailer is to help ______.

the consumer and manufacturer