Marketing Final Exam

Marketing Final Exam

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Unformatted text preview: sessions, and special presentations. Apple introduced the handheld Easy Pay system where customers don’t have to wait in line to purchase products. With a simple click of a paperless, handheld credit card scanner, the employee brings the cash register to the customer. Items can be rung up anywhere on the show room floor. Apple plans to open several more stores in the years to come. Apple also has its online store. At its Web site, a customer can order any Mac or iPod product, plus a large variety of accessories. In addition to its product offerings, a customer can watch a demonstration of how products work or check out the latest Mac ads or news. 112. Refer to Apple Stores. In terms of ownership, which of the following best describes Apple stores? a. Independent retailer b. Chain stores c. Franchises d. Pop-up shops e. Department stores ANS: B Chain stores are owned and operated as a group by a single organization. PTS: 1 REF: 232 Thinking KEY: CB&E Model Distribution OBJ: 15-2 TOP: AACSB Reflective MSC: BLOOMS Application 113. Refer to Apple Stores. Of the major types of retail operations, Apple stores are: a. department stores b. specialty stores c. superstores d. convenience stores e. discount stores ANS: B A specialty store specializes in a deeper but narrower assortment of merchandise. The Apple Store’s specialty product is electronics. PTS: 1 REF: 234 Thinking KEY: CB&E Model Distribution OBJ: 15-3 TOP: AACSB Reflective MSC: BLOOMS Application 114. Refer to Apple Stores. What method of nonstore retailing does Apple take advantage of through the use of its Web site? a. Telemarketing b. Automatic vending c. Direct mail d. Catalogs and mail orders e. Electronic retailing ANS: E Electronic retailing includes shop-at-home networks and online retailing. Apple is an e-tailer. PTS: 1 REF: 239 OBJ: 15-4 TOP: AACSB Reflective Thinking KEY: CB&E Model Distribution MSC: BLOOMS Application 115. Refer to Apple Stores. Some shoppers purposely plan to visit the Apple store on Fifth Avenue in New York City, which is characteristic of: a. generator stores b. lifestyle stores c. interactive stores d. m-stores e. destination stores ANS: E Destination stores are ones that consumers purposely plan to visit. PTS: 1 REF: 244 Thinking KEY: CB&E Model Distribution OBJ: 15-6 TOP: AACSB Reflective MSC: BLOOMS Application 116. Refer to Apple Stores. Apple has the Genius Bar, the backlit signs, the Apple products themselves, the modern metallic walls and spiral staircases in its stores. These are all work together to convey the store’s: a. impression b. environment c. atmosphere d. surroundings e. elements ANS: C Atmosphere is the overall impression given by a store’s physical layout, decor, and surroundings. PTS: 1 REF: 245 Thinking KEY: CB&E Model Distribution OBJ: 15-6 TOP: AACSB Reflective MSC: BLOOMS Application 117. Refer to Apple Stores. The Genius Bar where customers can ask questions of knowledgeable personnel is an example of getting...
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This document was uploaded on 09/29/2013.

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