Marketing Final Exam

Effective c more efficiently manage customer demand

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Unformatted text preview: in retailing is m-commerce. M-commerce refers to the ability to: a. use unique communication techniques to send advertising messages b. create situations in which the AIDA technique is effective c. more efficiently manage customer demand with inventory d. shop using wireless mobile devices e. motivate consumers to buy more by creating more feedback channels ANS: D M-commerce goes beyond text message advertisements to allow consumers to purchase goods and services by using wireless mobile devices. PTS: 1 REF: 246 KEY: CB&E Model Strategy OBJ: 15-7 TOP: AACSB Technology MSC: BLOOMS Knowledge 101. At the American Girl store in Chicago, dolls can be purchased and girls can then go to the American Girl Cafe or American Girl Theatre and even have birthday parties. This is an example of using: a. nonstore retailing b. m-commerce c. convenience retailing d. e-business e. interactivity ANS: E Interactivity is used to differentiate one store from another. Interactivity gets customers involved in the retailing experience. PTS: 1 REF: 246 Thinking KEY: CB&E Model Distribution OBJ: 15-7 TOP: AACSB Reflective MSC: BLOOMS Application Diaz John Diaz immigrated to Tallahassee from Cuba in the 1980s. He set up a coffee shop called Diaz in a small upper-middle-class neighborhood. It rapidly became popular because of the wonderful coffee it brewed. Soon Diaz was selling the finest coffees from around the world, plus coffeemaking necessities such as grinders and brewers. Within ten years, Diaz was operating a lucrative mail-order business in addition to his coffee shop. Upon entering the shop, the first thing the customer sees is a countertop crowded with all of the machinery needed for making a perfect cup of coffee. Marble-topped tables are set in cozy nooks with overstuffed chairs. Bookshelves on one wall hold books about coffee for patrons to read while they sip. The smell is intoxicating to a real coffee lover. Coffee drinkers can take home a pound when they leave. The store carries all types of coffee from $8 per pound Brazilian Cerrado to $300 per pound Kopi Luwak from Sumatra. 102. Refer to Diaz. In terms of ownership, Diaz’s coffee shop would be classified as a(n): a. franchise b. wholesaler c. independent retail operation d. agency e. chain store ANS: C It is owned by a single person. PTS: 1 REF: 232 Thinking KEY: CB&E Model Distribution OBJ: 15-2 TOP: AACSB Reflective MSC: BLOOMS Application 103. Refer to Diaz. The type of merchandise carried by Diaz is deep but with a narrow assortment. The store would most likely be classified as a: a. convenience store b. mass merchandiser c. specialty store d. category killer e. membership club ANS: C A specialty store specializes in a given type of merchandise with a deep but narrow assortment. PTS: 1 REF: 234 Thinking KEY: CB&E Model Distribution OBJ: 15-3 TOP: AACSB Reflective MSC: BLOOMS Application 104. Refer to Diaz. Customers of Diaz’s coffee shop can purchase coffee, coffee makers, mugs, cho...
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