Unformatted text preview: in retailing is m-commerce. M-commerce refers to the ability to:
use unique communication techniques to send
create situations in which the AIDA technique
more efficiently manage customer demand
shop using wireless mobile devices
motivate consumers to buy more by creating
more feedback channels
M-commerce goes beyond text message advertisements to allow consumers to purchase goods
and services by using wireless mobile devices.
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
ANS: E Interactivity is used to differentiate one store from another. Interactivity gets customers involved
in the retailing experience.
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):
independent retail operation
It is owned by a single person.
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 specialty store specializes in a given type of merchandise with a deep but narrow assortment.
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,
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- Fall '13
- Marketing, AACSB Reflective, CB&E Model Strategy, CB&E Model