Chp. 17 SmartBook
Match the type of personalization (on the left) with the way in which it is typically implemented within the Internet channel (on the right). Instructions A) Personalized Customer Service B) Personalized offerings 1) Creating individualized web pages for each consumer based on his or her prior history, typically derived from past purchases 2) Providing help in the form of FAQs, 800 numbers, or online chats
A > 2 B > 1
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? Multiple choice question. Flea market Conventional supermarket Limited-assortment supermarket Extreme-value food retailer
Conventional supermarket
True or false: Omnichannel retailers price items the same regardless of channel.
False
True or false: Service retailers, who sell services rather than merchandise, are a small and shrinking retail sector.
False
True or false: The categories and characteristics of retailers are the same in every industry.
False
The competition in food retailing could best be characterized as which of the following? Multiple choice question. Not at all competitive Highly competitive Average 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. Multiple choice question. catalog; Internet Internet; retail Internet; mobile retail; Internet
Internet; retail
Which of the following is true of the Internet channel compared to the store and catalog channels? Multiple choice question. It makes it more difficult to personalize products and services. It makes it more difficult to enter new markets. It makes it more difficult to collect information about consumer behavior. It helps retailers offer a greater variety of products.
It helps retailers offer a greater variety of products.
Which of the following are part of the atmosphere of a store? (Select all that apply.) Multiple select question. Lighting Buyers Music Prices
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? Multiple choice question. Offer cafés Offer an athletic shoe department Offer health care clinics Offer banks
Offer an athletic shoe department
What is the correct term for when a manufacturer or retailer sells in more than one channel? Multiple choice question. Unichannel Polytomous Omnichannel Multimedia
Omnichannel
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? Multiple choice question. Personnel Presentation Place Price
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? Multiple choice question. Place Product Presentation Promotion Price
Place
For retailers, knowing how much to charge for a given product reflects proficiency in which of the six Ps? Multiple choice question. Promotion Price Product Place
Price
Which of the following is NOT an actual distribution intensity level considered by manufacturers? Multiple choice question. Retentive Exclusive Selective Intensive
Retentive
Which of the following is a type of food retailer? Multiple choice question. Pharmacy Supercenter Department Category killers
Supercenter
Distribution intensity is typically divided into how many levels? Multiple choice question. Five Four Three Two
Three
Which of the following is NOT a type of retailer that falls under the general merchandise retailing category? Multiple choice question. Off-price Wholesaler Home improvement centers Department
Wholesaler
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. Multiple choice question. big-box generic department warehouse club
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. Multiple choice question. supply chain CRM retail partner brand image
brand image
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. Multiple choice question. sustainable competitive advantage vertically integrated supply chain personalized service at all levels integrated CRM system
integrated CRM system
One way to facilitate a smart retail strategy is to use the ____________ Ps.
six
Channel ______ refers to the way in which a manufacturer gets its products to the retailer's channels. Multiple choice question. placement structure proliferation length
structure
Which of the following refers to the controllable characteristics of a store related to presentation? Multiple choice question. Co-op advertising M-commerce Promotion Atmosphere
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? Multiple choice question. Dairy products Meats Beauty aids Produce
Beauty aids
Which of the following retailers offers a narrow but deep assortment of merchandise? Multiple choice question. Extreme-value retailers Specialty stores Drugstore chains Category specialists
Category specialists
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.) Multiple select question. Greater ability to collect information about consumer shopping behavior Greater selection of products Greater ability for consumers to touch and try the merchandise Greater personalized information
Greater ability to collect information about consumer shopping behavior Greater selection of products Greater personalized information
Which of the following is true of the supply chain of an omnichannel retailer? Multiple choice question. It eliminates the need to provide an integrated shopping experience. It usually involves decentralized inventory. It often includes multiple distribution centers. It usually involves a single distribution center.
It often includes multiple distribution centers.
To determine how much integration is best, each retailer must address issues such as which of the following? (Select all that apply.) Multiple select question. Pricing Supply chain Sales tax Integrated CRM Brand image
Pricing Supply chain Integrated CRM Brand image
Which of the following statements about service retailers are true? (Select all that apply.) Multiple select question. They are largely self-serve offering limited service They form a shrinking part of the retail industry. They are a large part of the retail industry. They primarily sell services rather than merchandise. Examples include health clubs and dry cleaners.
They are a large part of the retail industry. They primarily sell services rather than merchandise. Examples include health clubs and dry cleaners.
Which of the following are ways in which retailers help satisfy customers' needs regarding product? (Select all that apply.) They provide ________. Multiple select question. customers restricted and reduced product access. a mix of services relating to the products they sell. products in the quantities their customers wish to buy. an assortment of products geared toward their target market. limited service since consumers would rather wait on themselves.
a mix of services relating to the products they sell. products in the quantities their customers wish to buy. an assortment of products geared toward their target market.
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 ______. Multiple choice question. channel structure channel placement channeling product placement
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. Multiple choice question. inexpensive different lengthy profitable
different
Retailers like Dollar General fall into the category of ______ stores. By contrast, retailers like Macy's are considered ______ stores. Multiple choice question. extreme-value; department drug; specialty department; drug department; full-line discount
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. Multiple choice question. consumer; retailer retailer; manufacturer manufacturer; retailer retailer; consumer
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 ______. Multiple choice question. public; private warehouse; media store; media media; store
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 ______. Multiple choice question. merchandise; service merchandise; promotion labor; service service; price
merchandise; service
A(n) ____________ strategy is when manufacturers and retailers work together to sell products and/or services in more than one channel (e.g., store, catalog, and Internet).
omnichannel
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. Multiple choice question. place product promotion price
place
One consideration in retail strategy is trying to figure out what to charge a customer for a given brand within a product category. This consideration refers to _______________, one of the elements of the six Ps framework.
price
A manufacturer will seek out partnerships with ____________ who will sell the manufacturer's products and/or services to the final consumers.
retailers
The role of the retailer is to help ______. Multiple choice question. the consumer only the competitors in the industry the manufacturer only the consumer and manufacturer
the consumer and manufacturer
To facilitate retailing strategy, marketers often rely on the six Ps, which include _____________, _____________, _____________, place, presentation, and personnel.
price, promotion, product
In omnichannel marketing, customers expect ______ consistency for the same SKU across channels. Multiple choice question. shipping fee sales tax pricing delivery schedule
pricing
Which of the following are advantages that online shopping has over traditional store channels? (Select all that apply.) Multiple select question. Broader selection More information More trustworthy Faster delivery
Broader selection More information
Which of the following does an integrated CRM facilitate? (Select all that apply.) Multiple select question. Expediting returns Isolating customer experiences on different channels Handling customer complaints Targeting future promotions Moving goods from the distribution center faster
Expediting returns Handling customer complaints Targeting future promotions
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. Multiple choice question. big-box department warehouse club generic
big-box
In an omnichannel system in particular, it is most important for the retailer to provide a consistent ______ across all channels. Multiple choice question. supply chain distribution system advertising mix brand image
brand image
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. Multiple choice question. service; offerings offerings; distribution distribution; offerings offerings; service
service; offerings
Omnichannel retailers ______ provide an integrated shopping experience across all their channels. Multiple choice question. automatically easily struggle to find it impossible to
struggle to
