Unformatted text preview: ting mix plus:
presentation and personnel
production and people
potential and perception
personality and persuasion
positioning and purchasing
See Exhibit 15.3.
KEY: CB&E Model Strategy OBJ: 15-6 TOP: AACSB Reflective MSC: BLOOMS Comprehension 73. Retailers such as Target and JCPenney are responding to consumer needs by changing product
mixes, hours of operation, locations, and prices. These stores are changing aspects of their:
retail trade areas
store positioning strategies
Retailers are altering several aspects of the six Ps of the retailing mix. See Exhibit 15.3.
KEY: CB&E Model Strategy
74. The merchandise mix:
e. OBJ: 15-6 TOP: AACSB Reflective MSC: BLOOMS Application
is the term used for price-bundled
is the term for the marketing communications
used by retailers
refers to the six levels in a buying
describes the composition of a traditional
is the retailer’s product offering ANS: E
The retailer’s product offering is the mix of products offered to the consumers, also called the
product assortment or merchandise mix. PTS: 1
KEY: CB&E Model Strategy OBJ: 15-6 TOP: AACSB Reflective MSC: BLOOMS Analysis 75. Which of the following statements about a retailer’s promotion strategy is true?
The design of the promotion strategy would
be done separately from the creation of the
The goal of a retail store’s promotion mix is to
position the store in consumers’ minds.
Most advertising for retailers is carried out at
the national level.
Retailers find direct mail marketing
Retail promotion strategy does not include
public relations activities.
Promotion is part of the retailing mix and includes advertising, public relations and publicity, and
sales promotions. Most advertising for retailers is carried out at the local level. Retailers have
been very successful with direct marketing.
KEY: CB&E Model Promotion OBJ: 15-6 TOP: AACSB Reflective MSC: BLOOMS Evaluation 76. Why is the selection of a retail location so critical to a store’s success?
Location affects pricing decisions but does not
affect store image.
Customers will not drive out of their way to
find a store.
A location decision ties up funds that will not
appreciate or gain in value.
A location decision typically requires longterm commitment of resources.
Employee density is affected by the area in
which the store is located.
One critical point about location choice is that it ties up a large amount of resources and is
difficult to change.
KEY: CB&E Model Strategy OBJ: 15-6 TOP: AACSB Reflective MSC: BLOOMS Evaluation 77. When opening a new retail operation, the retailer needs to consider all of the following factors
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- Fall '13
- Marketing, AACSB Reflective, CB&E Model Strategy, CB&E Model