123what is the goal of newspaper magazine and

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123.What is the goal of newspaper, magazine, and television advertising for brick-and-mortar retailers?
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124.Violet is converting an empty warehouse into an upscale designer clothing store. What recommendations regarding store atmosphere would you make to Violet? 125.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? 126.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? 127.In what type of retail situation would the old cliché "location, location, location" be true? 128.Compared to the Internet channel, what are the main benefits provided by physical stores?
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129.Browsing, personal service, instant gratification and risk reduction are benefits provided by which channel: store or Internet? 130.Gabriel was importing sweaters made from alpaca. They were exquisitely soft and extremely warm. Once potential customer tried one on, it was almost always sold. Which channel should Gabriel select to reach his potential customers: store or Internet? 131.Some customers do not use debit or credit cards, sometimes because they are in a demographic cohort that prefers to use cash and sometimes because they have poor credit histories. This does not mean they cannot afford your product. If you were trying to market a product to these customers, which channel would be the focus of your attention: store or Internet? 132.You are a marketer working for a firm that manufacturers a wide range of products. Many of your traditional retail outlets are cutting back on the number of products they stock in a store, and you are receiving complaints from customers that cannot find their favorite products. Your firm has
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developed an efficient operation that makes it possible to continue to expand the number of items you can offer customers. Which channel should be your focus: store or Internet? 133.Multichannel retailing has many potential advantages, but it also has challenges. What are they? 134.What is the difference between exclusive distribution and selective distribution?
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Chapter 15 Retailing and Multichannel Marketing Answer Key True / False Questions 1. (p. 312) It is primarily the retailer's responsibility to make sure customers' expectations are fulfilled. TRUE Since it is generally the retailer who interacts directly with the customer, the retailer is the one who must fulfill customer expectations. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 15-01 Discuss the four factors manufacturers should consider as they develop their strategy for working with retailers. Topic: Retailing and Multichannel Marketing 2. (p. 312) Retailers who advertise that they sell at wholesale prices are wholesalers. FALSE Even retailers who claim that they sell at wholesale prices are still considered to be retailers if they sell to the final customer. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 15-01 Discuss the four factors manufacturers should consider as they develop their strategy for working with retailers. Topic: Retailing and Multichannel Marketing 3. (p. 312) Today, large retailers often dictate to their suppliers what should be made. TRUE Over time, retailer power has grown until large retailers are powerful enough to be able to dictate many aspects of the marketing mix to their suppliers. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 15-01 Discuss the four factors manufacturers should consider as they develop their strategy for working with retailers. Topic: Retailing and Multichannel Marketing 4. (p. 313) Many retailers and some manufacturers are exploring a multichannel strategy in which they sell in more than one channel, for example, the Internet and stores. TRUE
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The Internet has afforded retailers an opportunity to offer products to customers in multiple channels. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 15-01 Discuss the four factors manufacturers should consider as they develop their strategy for working with retailers. Topic: Retailing and Multichannel Marketing 5. (p. 316) Manufacturers might use selective distribution by granting exclusive geographic territories to a few retailers so no other retailers in the territory can sell a particular brand. TRUE Selective distribution refers to a situation where a few selected retailers are permitted to sell products in a territory. This helps the seller to maintain a particular image and control the flow of merchandise into an area. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 15-03 List the three levels of distribution intensity. Topic: Choosing Retailing Partners 6. (p. 318) Supercenters--stores that combine a supermarket with a full-line discount store--are among the fastest growing food retailer formats. TRUE Supercenters are large stores that combine a supermarket with a full-line discount store. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 15-04 Describe the various types of retailers. Topic: Identify Types of Retailers 7. (p. 321) Category specialists are also known as big box retailers. TRUE Category specialists are stores that offer a narrow but deep assortment of merchandise. These types of stores are also called category killers or big box retailers. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 15-04 Describe the various types of retailers. Topic: Identify Types of Retailers 8. (p. 322) Dollar General and Family Dollar are examples of full-price discount retailers. FALSE
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Dollar General and Family Dollar are examples of extreme value retailers, which are small, full-line discount stores that offer a limited merchandise assortment at very low prices. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 15-04 Describe the various types of retailers. Topic: Identify Types of Retailers 9. (p. 323) Off-price retailers specialize in having a consistent line of merchandise available at discount prices. FALSE Because off-price retailers purchase odd sizes, irregulars, and overstocks from manufacturers and other retailers, their merchandise assortment is inconsistent over time. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 15-04 Describe the various types of retailers. Topic: Identify Types of Retailers 10. (p. 324) One of retailers' most fundamental activities is providing the right mix of merchandise and services. TRUE To be successful, retailers must find the right balance of merchandise assortment and services offered. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 15-05 Describe the components of a retail strategy. Topic: Developing a Retail Strategy Using the Four Ps 11. (p. 329) One significant potential benefit of the Internet channel is its ability to personalize information for each customer. TRUE The Internet offers retailers the ability to personalize promotions and services economically, including heightened service or individualized offerings. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 15-07 Identify the benefits of multichannel retailing. Topic: Benefits of the Internet and Multichannel Marketing 12. (p. 331) Using electronic channels along with more traditional channels can result in customers making more total purchases from the seller.
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TRUE A growing segment of multichannel shoppers appreciate the variety of purchasing options available to them, repaying retailers by increasing their spending and the share of customers' wallets garnered by the retailer. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 15-07 Identify the benefits of multichannel retailing. Topic: Benefits of the Internet and Multichannel Retailing 13. (p. 314- 315) Choosing the right retailing partners and knowing where target customers expect to find products are key to a manufacturer's success. TRUE When a manufacturer has a partnership with the retailer, this helps to create value by providing the customer with convenience and satisfaction. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 15-02 Outline the considerations associated with choosing retail partners. Topic: Choosing Retailing Partners 14. (p. 329) When retailers extend their services to the Internet and become multichannel retailers, they are able to satisfy a broader range of customers' needs and wants. TRUE One benefit of adding the Internet channel is the vast number of alternatives the retailer can make available to consumers without crowding store aisles or increasing square footage. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 15-07 Identify the benefits of multichannel retailing. Topic: Benefits of the Internet and Multichannel Retailing 15. (p. 332) Multichannel retailers are able to simply charge the same prices across all channels. FALSE Pricing represents a difficult decision for multichannel retailers, as the retailer is trying to compete effectively in all channels. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 15-08 Detail the challenges of multichannel retailing. Topic: Effective Multichannel Retailing
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Multiple Choice Questions 16. (p. 312) Retailing __________ the supply chain. A. sits at the end of B. is in the center of C. maximizes the length of D. creates rigidity in E. focuses on production in
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  • Fall '12
  • Chris
  • d., E., Multichannel Marketing

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