Chapter 17 - Retailing and Omnichannel Marketing (Smartbook)
Adding value to products and services sold to consumers for personal or family use is known as ________.
retailing
Which of the following are advantages that online shopping has over traditional store channels? (Select all that apply.) Faster delivery Broader selection More trustworthy More information
Broader selection More information
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 Manufacturer aspirations Consumer aspirations Retailer expectations
Customer expectations
Which of the following terms refers to the number of channel members used at each level of a marketing channel? Distribution intensity Marketing consistency A consumption tier Channeling frequency
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 Marshalls and Macy's. Drop Dillard's and add Macy's and Saks FIfth Avenue. Add Marshalls, Macy's, and Saks FIfth Avenue. Drop Neiman Marcus and add Macy's.
Drop Dillard's and add Macy's and Saks FIfth Avenue.
Which of the following does an integrated CRM facilitate? (Select all that apply.) Expediting returns Handling customer complaints Moving goods from the distribution center faster Isolating customer experiences on different channels Targeting future promotions
Expediting returns Handling customer complaints Targeting future promotions
True or false: Omnichannel retailers price items the same regardless of channel.
False
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 personalized information Greater selection of products Greater ability to collect information about consumer shopping behavior Greater ability for consumers to touch and try the merchandise
Greater personalized information Greater selection of products Greater ability to collect information about consumer shopping behavior
The competition in food retailing could best be characterized as which of the following? Average Highly competitive Not at all competitive Unimportant
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; mobile retail; Internet Internet; retail catalog; Internet
Internet; retail
Which of the following is NOT one of the six Ps? Promotion Place Price Product Partnerships
Partnerships
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? Price Presentation Personnel Place
Personnel
______ is important for the manufacturer and retailer to consider when determining how to position a brand and the products that fall under the brand. Promotion Product. Place Price
Price
______ 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 Distribution Wholesaling Value marketing
Retailing
Which of the following is NOT an actual distribution intensity level considered by manufacturers? Retentive Intensive Exclusive Selective
Retentive
True or false: 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? Home improvement centers Department Off-price Wholesaler
Wholesaler
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. CRM retail partner supply chain brand image
brand image
In an omnichannel system in particular, it is most important for the retailer to provide a consistent ______ across all channels. advertising mix brand image supply chain distribution system
brand image
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 lengthy inexpensive profitable
different
Generally, the ______ and more sophisticated a firm is, the ______ likely it will be to use supply chain intermediaries. larger; less smaller; more smaller; less larger; more
larger; less
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 ______. store; media media; store public; private warehouse; media
media; store
In omnichannel marketing, customers expect ______ consistency for the same SKU across channels. delivery schedule sales tax pricing shipping fee
pricing
To facilitate retailing strategy, marketers often rely on the six Ps, which include _____, ______, _____, place, presentation, and personnel.
product, price, promotion
A manufacturer will seek out partnerships with ______ who will sell the manufacturer's products and/or services to the final consumers.
retailers
Channel ______ refers to the way in which a manufacturer gets its products to the retailer's channels. placement structure length proliferation
structure
Omnichannel retailers ______ provide an integrated shopping experience across all their channels. struggle to automatically find it impossible to easily
struggle to
Which of the following refers to the controllable characteristics of a store related to presentation? Atmosphere Promotion M-commerce Co-op advertising
Atmosphere
True or false: 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? Food and dining General merchandise Electronics and software Sports and athletics
General merchandise
To determine how much integration is best, each retailer must address issues such as which of the following? (Select all that apply.) Integrated CRM Pricing Supply chain Sales tax Brand image
Integrated CRM Pricing Supply chain Brand image
Which of the following is true of the Internet channel compared to the store and catalog channels? It makes it more difficult to collect information about consumer behavior. It makes it more difficult to enter new markets. It makes it more difficult to personalize products and services. It helps retailers offer a greater variety of products.
It helps retailers offer a greater variety of products.
Which of the following is true of the supply chain of an omnichannel retailer? It often includes multiple distribution centers. It eliminates the need to provide an integrated shopping experience. It usually involves decentralized inventory. It usually involves a single distribution center.
It often includes multiple distribution centers.
Which of the following are part of the atmosphere of a store? (Select all that apply.) Lighting Prices Music Buyers
Lighting Music
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 cafés Offer banks Offer an athletic shoe department Offer health care clinics
Offer an athletic shoe department
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? Promotion Product Price Place Presentation
Place
Which of the following is a type of food retailer? Department Pharmacy Category killers Supercenter
Supercenter
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? Larger retailing firms Larger manufacturing firms Demand chain intermediaries Supply chain intermediaries
Supply chain intermediaries
Which of the following statements about service retailers are true? (Select all that apply.) They primarily sell services rather than merchandise. They are largely self-serve offering limited service They are a large part of the retail industry. They form a shrinking part of the retail industry. Examples include health clubs and dry cleaners.
They primarily sell services rather than merchandise. They are a large part of the retail industry. Examples include health clubs and dry cleaners.
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 placement product placement channel structure channeling
channel structure
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. profitable different inexpensive lengthy
different
Retailers like Dollar General fall into the category of ______ stores. By contrast, retailers like Macy's are considered ______ stores. department; full-line discount drug; specialty department; drug extreme-value; department
extreme-value; department
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. retailer; manufacturer consumer; retailer manufacturer; retailer retailer; consumer
manufacturer; retailer
One of the retailer's most fundamental activities in fulfilling the needs of the target market is to provide the ideal blend of ______ and ______. service; price labor; service merchandise; promotion merchandise; service
merchandise; service
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 sustainable competitive advantage vertically integrated supply chain personalized service at all levels
ntegrated CRM system
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. price promotion product place
place
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. limited service since consumers would rather wait on themselves. a mix of services relating to the products they sell. customers restricted and reduced product access. an assortment of products geared toward their target market.
products in the quantities their customers wish to buy. a mix of services relating to the products they sell. an assortment of products geared toward their target market.
When a retailer advertises using newspapers, magazines, television, and social media, the retailer is using , _____one of the six Ps.
promotion
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. distribution; offerings service; offerings offerings; distribution offerings; service
service; offerings
The role of the retailer is to help ______. the manufacturer only the consumer and manufacturer the consumer only the competitors in the industry
the consumer and manufacturer
