Chapter 12 Practice Questions
1. The _ helps the merchant analyze the performance of individual
products and styles.
A: sell-through analysis
2. What best describes a retailers backup stock?
A: The basic stock amount combined with the planned sales
Retail Test 2 Practice Questions
1. Which of the following is a group of consumers with similar needs, as well as a
group of retailers using a similar format to satisfy those consumers' needs?
2. How could a fitness center develop a sustaina
1. Randolph is the divisional merchandise manager for Home for Walmart. At a
recent trade show he noticed small kitchen appliances being shown in retro
colors like pistachio, eggplant and cotton candy. Knowing the kitchen designs
were moving in
Word associations involve asking subjects what words come to mind when they
hear the brands name.
Projective techniques involve giving people an incomplete stimulus and ask them
to complete it, or give them an ambiguous stimulus and ask them to make
After deciding on the research approach and instruments, the marketing
researcher must design a sampling plan. This calls for three decisions:
1. Sampling unit: Whom should we survey?
2. Sample size: How many people should we survey? Large samples gi
There are four common measurement pathways marketers are pursuing today
as shown in Figure 4.2.
The customer metrics pathway looks at how prospects become customers, from
awareness to preference to trial to repeat purchase, or some less linear model.
In the 1970s, a successful marketing research executive left General Foods to try
a daring gambit: bringing market research to Hollywood, to give film studios
access to the same research that had spurred General Foods success. A major
film studio han
As Harrahs experience shows, successful marketers are those who carefully
manage their customer base. In this chapter, we spell out in detail the ways they
can go about winning customers and beating competitors. The answer lies
largely in doing a bet
Total customer cost is the perceived bundle of costs customers expect to incur in
evaluating, obtaining, using, and disposing of the given market offering, including
monetary, time, energy, and psychological costs. Customer-perceived value is
Consumers have varying degrees of loyalty to specific brands, stores, and
companies. Oliver defines loyalty as a deeply held commitment to rebuy or
repatronize a preferred product or service in the future despite situational
influences and marketing
As part of a $300 million budget for the development of its first razor designed
solely for women, Gillette conducted extensive consumer research and
performed numerous market tests. The razor, called Venus, was a marked
departure from previous women
Researchers can gather fresh data by observing the relevant actors and settings
unobtrusively as they shop or consume products. Sometimes they equip
consumers with pagers and instruct them to write down what theyre doing
whenever prompted, or they ho
License and registration, please.
Over 34 million speeding
tickets are issued in the
Thats over 93,000 per
United States every
Almost 4,000 an hour
Or more simply,
around 65 a minute.
Showrooming MKTG 3135
Showrooming is when a consumer goes into a store to examine some sort of
merchandise without purchasing it there, then going on the internet to find the best price
for that item. Although a consumer may find a better price somewhere
Chapter 14 Practice
1. The buyer of outwear was evaluating the prices of incoming orders. She
decided to adjust the price of the incoming pea coats from $120 to $99.99, and
use a price tag on the product that showed an original price of $120. The original
Practice Test Chapter 12-13
1. Garden rakes, lawn mowers, and sunscreen would be considered part of a/an
2. Which of the following merchandise categories is purchased similarly to
3. What is
Not all research projects can be this specific. Some research is exploratoryits
goal is to shed light on the real nature of the problem and to suggest possible
solutions or new ideas. Some research is descriptiveit seeks to quantify
demand, such as h