She will need to create a line of private label

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She will need to create a line of private-label brands or obtain an exclusive distribution agreement from manufacturers for her geographic area. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 15-05 Describe the components of a retail strategy. Topic: Developing a Retail Strategy Using the Four Ps 123. (p. 326) What is the goal of newspaper, magazine, and television advertising for brick-and-mortar retailers? The goal of traditional advertising media is to get the customer in the door. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 15-05 Describe the components of a retail strategy. Topic: Developing a Retail Strategy Using the Four Ps 124. (p. 326) Violet is converting an empty warehouse into an upscale designer clothing store. What recommendations regarding store atmosphere would you make to Violet?
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Answers will vary, but should include consideration of lighting, music, scents, and spacing or crowding of products. Together, they will create a "look and feel." AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 15-05 Describe the components of a retail strategy. Topic: Developing a Retail Strategy Using the Four Ps 125. (p. 327- 328) Carol manages a cell phone store and is debating how much personal selling and customer service she should utilize as part of her promotion strategy. What would you recommend and why? Personal selling is important for products perceived as complicated, risky, or expensive. Initially, cell phones were a new and complicated product, which would suggest the need for considerable personal selling and customer service. Today, most consumers know what they want, so she could use less personal selling and more technology to address consumers' questions and concerns. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 15-05 Describe the components of a retail strategy. Topic: Developing a Retail Strategy Using the Four Ps 126. (p. 328) The regional manager for your furniture store announces a goal of increasing the company's "share of wallet" by 10 percent. What does the manager mean? The manager wants to increase sales to the store's best customers, increasing the percentage of purchases a customer makes from that store rather than competitor's stores. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 15-05 Describe the components of a retail strategy. Topic: Developing a Retail Strategy Using the Four Ps 127. (p. 328) In what type of retail situation would the old cliché "location, location, location" be true? In markets where consumers choose stores based on where they are located, which makes a great location a competitive advantage that is hard for rivals to duplicate. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 15-05 Describe the components of a retail strategy. Topic: Developing a Retail Strategy Using the Four Ps
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128. (p. 329) Compared to the Internet channel, what are the main benefits provided by physical stores?
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  • Fall '12
  • Chris
  • d., E., Multichannel Marketing

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Christopher Reinemann
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