Marketing Final Exam

To help retailers merchandise their stores to place

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Unformatted text preview: test marketing c. product/customer correlation analysis d. market cross-tabulations e. customer lifestyle analysis ANS: A The analysis looks for products that are commonly purchased together to help retailers merchandise their stores to place products in the right places. PTS: 1 REF: 245 Thinking KEY: CB&E Model Strategy OBJ: 15-6 TOP: AACSB Reflective MSC: BLOOMS Knowledge 90. All of the following are factors in creating a store’s atmosphere EXCEPT: a. employee type and density b. fixture type and density c. sound d. price e. odors ANS: D Influential factors in creating a store’s atmosphere include employee type and density, merchandise type and density, fixture type and density, sound, odors, and visual factors. PTS: 1 REF: 245-246 Thinking KEY: CB&E Model Strategy OBJ: 15-6 TOP: AACSB Reflective MSC: BLOOMS Analysis 91. When you walk into an Apple store, you are immediately greeted by a clerk. The store is simply designed with layouts where you can experience products such as iMacs, iPhones, a variety of iPods, cameras, printers, and other accessories. If you have questions about the products, you can visit the Genius Bar. There is a place where kids can play and experience Mac to by sitting on big round cushy chairs. This description is of the store’s: a. customer service strategy b. atmosphere c. target strategy d. merchandise mix e. promotional strategy ANS: B The main element of a store’s presentation is its atmosphere, how the store’s physical layout, decor, and surroundings convey an overall impression. PTS: 1 REF: 245-246 Thinking KEY: CB&E Model Strategy OBJ: 15-6 TOP: AACSB Reflective MSC: BLOOMS Application 92. Home Depot has selected orange as its corporate color. It’s a good choice. At the gut level, orange connotes happiness and warmth. A recent article in one of the company’s advertising brochures spoke about choosing colors for home decorating. It referred to this color as “joyful orange.” The color orange is part of the _____ at Home Depot stores. a. cultural impact b. atmosphere c. d. e. target strategy merchandise mix promotional strategy ANS: B Color is a main ingredient of a retail atmosphere. PTS: 1 REF: 246 Thinking KEY: CB&E Model Strategy OBJ: 15-6 TOP: AACSB Reflective MSC: BLOOMS Application 93. Persuading customers to buy a higher-priced item than they originally intended to buy is referred to as: a. suggestion selling b. trading up c. conversion selling d. relationship marketing e. interactive selling ANS: B To avoid selling customers something they do not need or want, however, salespeople should take care when practicing trading-up techniques. PTS: 1 REF: 246 Thinking KEY: CB&E Model Promotion OBJ: 15-6 TOP: AACSB Reflective MSC: BLOOMS Knowledge 94. When Irvin went into Lowe’s to buy his wife a small tool set she said she wanted, the sales clerk suggested a larger set with a tool kit on wheels that included a router and circular saw. In this example, the sales clerk engaged in:...
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This document was uploaded on 09/29/2013.

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