Marketing Final Ch 11

Front 1

Retailing involves sales primarily to which group of people?

a) Distributors

b) Suppliers

c) Wholesalers

d) Consumers

e) Agents

Back 1

Consumers

Front 2

Which of the following bestdescribes a retailer that buys at less-than-regular wholesale prices and sellsat less than retail?

a) Factory outlet

b) Off-price retailer

c) Discount store

d) Warehouse club

e) Independent retailer

Back 2

Off-price retailer

Front 3

Germaine’s Glassware knows thatcustomers are the most important part of the marketing process—marketing doesnot work unless it causes the customer to purchase the product. Consequently,the company focuses all of its efforts in brand development, logistics,promotion, and merchandising to encourage buyers to purchase the product. Whichof the following does Germaine’s Glassware engage in?

a) Wholesaling

b) Shopper marketing

c) Retailing

d) Discounting

e) Marketing

Back 3

Shopper marketing

Front 4

Amy’s Artwork Supply is a companythat sells artwork and art supplies. The company owns and operates 10 differentstores spread throughout the state. Which of the following best describes Amy’sArtwork Supply?

a) A franchise

b) A specialty store

c) A warehouse club

d) A corporate chain

e) A wholesaler

Back 4

A corporate chain

Front 5

Retailers and wholesalers are similar in which of the following ways?

a) Both serve the same customer base

b) Both focus on bringing value to customers

c) Both deal with large quantities of product

d) Both are reliant upon advertising to succeed

e) Both are segments of the same types of companies

Back 5

Both focus on bringing value to customers

Front 6

Wholesalers are not as likely tobe as well-known as retailers for which of the following reasons?

a) They have a smaller advertising budget.

b) They do not sell the same products.

c) They do not sell directly to consumers.

d) They are smaller operations than retailers.

e) There are fewer wholesalers than retailers.

Back 6

They do not sell directly to consumers

Front 7

Direct Retail is a retail organization that ownsspecialty stores for a diverse range of product categories, ranging from homefurnishings and sporting goods to books and gourmet foods. With more than 50stores, the firm is now considering entering the very lucrative low-cost marketby launching Cover—a chain of discount retail stores that offers affordablefashion for men, women, and children.

a) Customers who believe that they need high levels of customer service aremore likely to choose a niche retailer.

b) An expected upturn in the economy will increaseconsumer purchasing power.

c) Being the low-cost player requires a company to examine every aspect of itssupply chain in order to identify opportunities to improve efficiency.

d) The retailer’s logistics operations are more efficient than the industrynorm.

e) Direct Retail has a longer history selling clothes for men and women thenit has selling clothes for children.

Back 7

The retailer’s logistics operations are more efficient than the industry norm.

Front 8

Direct Retail is a retailorganization that owns specialty stores for a diverse range of productcategories, ranging from home furnishings and sporting goods to books andgourmet foods. With more than 50 stores, the firm is now considering enteringthe very lucrative low-cost market by launching Cover—a chain of discountretail stores that offers affordable fashion for men, women, and children.If Direct Retail pursues the discount store approach, which of the following ismost likely to be true?

a) It will attempt to win customers by providing more extensive customersupport.

b) It will seek to create profit through large volumes of sales, rather thanhigher profits.

c) It will earn greater profits than it would had it chosen another model.

d) It will prioritize efficiencies in purchasingand not efficiencies in logistics.

e) It will attempt to provide the widest possible selection of products.

Back 8

It will seek to create profit through large volumes of sales, rather thanhigher profits.

Front 9

Which of the following is NOTconsidered a retailer marketing decision?

a) Segmentation

b) Positioning

c) Financing

d) Retail marketing mix

e) Store differentiation

Back 9

Financing

Front 10

Cellie’s Cell Phones has a unique way ofdifferentiating itself from the competition. At its stores, instead of playingwith a floor model, the store allows you to actually try the phone in its“natural environment”—at home with the customer. Customers at Cellie’s areallowed to “test drive” a phone for up to 30 days, after paying a 30% deposit.If the customer does not like the phone, the customer can return it, noquestions asked. The store also offers cell phone “classes” for the“technologically impaired” and the “cell phone forum” where customers can meetand share information about the phones via its website. Which of the followingdoes Cellie’s focus on in order to differentiate itself from the competition?

a) Product assortment

b) Store location

c) Store atmosphere

d) Everyday low pricing

e) Services mix

Back 10

Services mix

Front 11

Which of the following is adecision that is made by both retailers and wholesalers?

a) Storage and transportation decisions

b) Creating a proper store atmosphere

c) Segmentation of target market

d) Financing decisions

e) Management decisions

Back 11

Segmentation of target market

Front 12

How should retailers react toeconomic difficulties?

a) Reduce prices

b) Engage in price promotions

c) Declare bankruptcy

d) Focus on building customer value

e) Premiere new products

Back 12

Focus on building customer value

Front 13

Old Fashioned Bread is a bakerystore that sells breads and other baked goods made from a recipe that has beenin the owner’s family for “over 30 generations”. The recipe may be oldfashioned, but the company wishes to embrace modern technology in order tocreate value for the customer while he is shopping in the store. Which of thefollowing is the best technology to incorporate?

a) Upgrade the checkout scanning to minimizecustomer wait time.

b) Install RFID inventory tracking to ensure the store has sufficient product.

c) Install touch-screen kiosks to give customers more information about theproducts in the store.

d) Build a company website with product information.

e) Install a simulator to assist in training employees to have better customerservice.

Back 13

Install touch-screen kiosks to give customers more information about theproducts in the store.

Front 14

Which of the following would NOTbe a channel function of a wholesale operation?

a) Warehousing

b) Transportation

c) Store differentiation

d) Financing

e) Risk bearing

Back 14

Store differentiation

Front 15

Rodney works for a company calledUniform Express, a company that sells uniforms to service workers such aspolicemen and nurses. Rodney’s job is to represent his company in transactionswith suppliers and distributors of the company’s products. Which of thefollowing best describes Rodney?

a) He is a broker

b) He is an agent

c) He is a franchisee

d) He is a wholesaler

e) He is a retailer

Back 15

He is an agent