Chapter 17 Questions (1)

Yvonne represents a manufacturer who makes unique, high-end handbags. When making a recommendation about potential retail partners, what should be Natalie's first consideration?

How likely is it for certain retailers to carry this product?

When a company offers consumers the ability to make purchases via a smartphone, this is known as

M-commerce

Unusual and exciting displays like Bass Pro Shops' climbing wall and stocked aquarium are examples of

atmospherics

Which of the following are typical outlets used by retailers?

business-to-business requests for proposals (RFPs)

Which of the following is included in the broad factors that manufacturers must consider when establishing a strategy for getting their products into the hands of the ultimate customer?

choosing retail partners

It is often difficult for retailers to distinguish themselves from their competitors through the merchandise they carry because

competitors can purchase and sell many of the same popular brands

For retailers, when making decisions regarding place, a key ingredient to success is

convenient locations

Increasingly, ________ are being used for promotions

electronic communications

McKenna directs her salespeople to increase the company's share of wallet. McKenna is directing her salespeople to

focus on increasing sales to their best customers

A customer who is shopping for fashionable but relatively low-cost merchandise in a pleasant environment is shopping at a(n)

full-line discount store

Full-line discount, category specialist, and specialty stores are all types of ________ retailers

general merchandise

Coca-Cola wants its product available everywhere—grocery stores, convenience stores, restaurants, and vending machines. The more exposure the products get, the more they sell. The company is employing a (an) ________ strategy

intensive distribution

Today, ________ dominate supply chains

large retailers

While it is relatively easy to offer customers Internet options like a FAQ page and an email address to answer questions, some companies are using an interactive approach to address customers' questions while they are visiting the websites. These firms are using ________ to provide the customer with enhanced customer service

online chats

The six Ps include product, price, promotion, place, presentation, and

personnel

Personal selling is particularly important for retailers selling

products that are complicated or expensive

If a manufacturer isn't happy with either intensive or exclusive distribution, a logical choice, which incorporates some features from both, would be ________ distribution

selective

Kylie purchased some eyeliner from an Internet-based beauty supply house, and now she often receives online recommendations for other products from the same cosmetics line. These recommendations were probably the result of

the purchases she had made

One product strategy used by retailers to differentiate themselves from competitors is

the use of private-label brands

The knowledge retailers gain from their store personnel, the Internet browsing and buying activities of customers, and the data they collect on customer shopping habits can be used in

CRM