chapter 11 : marketing

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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


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