Marketing Final Exam

Item than the one they intended to buy pts 1 ref 246

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Unformatted text preview: a. suggestion selling b. trading up c. bait and switch d. customer relationship retailing e. service-disguised selling ANS: B Trading up means persuading customers to buy a higher-priced item than the one they intended to buy. PTS: 1 REF: 246 Thinking KEY: CB&E Model Promotion OBJ: 15-6 TOP: AACSB Reflective MSC: BLOOMS Application 95. A common practice among most retailers that seeks to broaden customers’ original purchases with related items is called: a. suggestion selling b. trading up c. bait and switch d. comprehensive selling e. interactive selling ANS: A Suggestion selling is common in helping customers recognize true needs. PTS: 1 REF: 246 Thinking KEY: CB&E Model Promotion OBJ: 15-6 TOP: AACSB Reflective MSC: BLOOMS Knowledge 96. Whenever a customer opens an account at First Southern National Bank, a teller or account representative asks the customer whether he or she needs a CD, online banking, or other services. In other words, the account representative engages in: a. suggestion selling b. trading up c. bait and switch d. customer relationship retailing e. service-disguised selling ANS: A Suggestion selling seeks to broaden customers’ original purchase with related items. PTS: 1 REF: 246 Thinking KEY: CB&E Model Promotion OBJ: 15-6 TOP: AACSB Reflective MSC: BLOOMS Application 97. Interactivity is one of the new developments in retailing. In retailing, interactivity refers to: a. the use of improved communications with customers b. a new form of customer relationship marketing c. entertainment for customers to get them involved d. the use of information kiosks e. the creation of a static atmosphere ANS: C Interactivity is more than just entertaining customers, it is an attempt to get them involved. PTS: 1 REF: 246 KEY: CB&E Model Strategy OBJ: 15-7 TOP: AACSB Technology MSC: BLOOMS Knowledge 98. Build-a-Bear is a retailer where children can design and assemble a stuffed animal from shelves full of parts. Each child starts by choosing an animal. Then, the child moves to a place where the stuffing is added. Finally, the child moves to the area where the last accessories are added. Builda-Bear is part of a recent trend in retailing referred to as: a. nonstore retailing b. m-commerce c. convenience retailing d. e-business e. interactivity ANS: E Retailers use interactivity in stores to differentiate themselves from the competition. 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 99. One of the new developments in retailing is m-commerce. The “m” in m-commerce stands for: a. motivated b. multimedia c. marketing d. managed e. mobile ANS: E M-commerce, or “mobile” e-commerce enables consumers using wireless mobile devices to connect to the Internet and shop. PTS: 1 REF: 246 KEY: CB&E Model Strategy OBJ: 15-7 TOP: AACSB Technology MSC: BLOOMS Knowledge 100. One of the new developments...
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This document was uploaded on 09/29/2013.

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