Question 1

The ability to send messages quickly and achieve intensive coverage are advantages to using:

Accepted Answer

A)   direct selling.
B)   direct response retailing.
C)   online retailing.
D)   direct mail.E) A) and B)
F) B) and D)

Question 2

Historically, customers visited brick-and-mortar locations to:

Accepted Answer

A)   purchase products they had researched and compared online.
B)   pick up products that had been ordered online and shipped to the store.
C)   compare prices in order to shop online.
D)   browse and compare products and make purchases.E) C) and D)
F) A) and D)

Question 3

Touchstone Crystal by Swarovski sells their jewelry through consultants and at-home parties. This is an example of:

Accepted Answer

A)   direct selling.
B)   online retailing.
C)   direct response retailing.
D)   automatic merchandising.E) All of the above
F) A) and B)

Question 4

Which elements of retail strategy would be most important for a company that has just decided to construct a brick-and-mortar storefront?

Accepted Answer

A)   Location and customer service
B)   Store atmospherics and customer service
C)   Promotion and store atmospherics
D)   Location and store atmospherics
E)   Promotion and customer serviceF) None of the above
G) B) and C)

Question 5

In the case of convenience stores, customers usually compare prices, assortments, and quality levels at competing outlets before making purchase decisions.

Accepted Answer

A) True 
 B)False

Question 6

The largest retailers in the United States are significant because:

Accepted Answer

A)   of their revenue and the number of stores they have.
B)   of the resources spent on e-commerce and online retailing.
C)   they are global companies with locations in foreign countries.
D)   they have all been in business for over 30 years.E) C) and D)
F) All of the above

Question 7

How do retailers select target markets?

Accepted Answer

A retailer starts to define its marketin...

Question 8

Macy's is a retail store that focuses on fashion-oriented merchandise, backed by a complete array of customer services. It can be considered as a self-service store.

Accepted Answer

A) True 
 B)False

Question 9

The new CEO of a struggling cell phone service provider is trying to revitalize the company by revamping its business strategy. The CEO surveys the current service provider market and sees that there are a few large companies with similar business models: customers are required to choose from a limited number of plans, and are then locked into those plans for at least two years by contract. In order to even enter into a contract with the service provider, the customer must have proof of a steady income and be able to pass a credit check. The CEO sees that many individuals in the 15 to 24-year-old age bracket cannot meet these standards and are not being served by the larger companies. She decides to make her company unique by offering no-contract, pay-as-you-go cell phone service. Customers do not need to pass a credit check or provide proof of income in order to sign up for service, and can discontinue service at any time. ​
According to this scenario and your knowledge of marketing strategies, which statement best explains the new CEO's actions?

Accepted Answer

A)   The CEO felt sorry for people with bad credit because other cell phone companies were not meeting their needs, so she decided to create a company that did.
B)   The CEO decided to create a unique business plan even though it would not meet the needs of the majority of the population, just so that her company would stand out.
C)   The CEO created a business plan that would target the low-income market, knowing she could take advantage of the fact that other companies require proof of income.
D)   The CEO wanted to make an alternative cell phone service available for indecisive people who disliked the contracts and plan choices required by other companies.
E)   The CEO realized that the youth segment of the market was not being served and decided to fill that niche in the business by creating a business plan that targeted it.F) A) and C)
G) D) and E)

Question 10

How are retailers classified on the basis of services provided? Give an example for each group.

Accepted Answer

Based on the services they provide, reta...

Question 11

Frequent buyer rewards programs help retailers attract shoppers and build customer loyalty, which is part of their:

Accepted Answer

A)   promotional strategy.
B)   customer service strategy.
C)   merchandising strategy.
D)   store atmospherics strategy.E) All of the above
F) A) and D)

Question 12

​Developing a customer service strategy for your sporting goods store, you know that services can add value to the shopping experience. Your business partner agrees, but makes a comment that shows he doesn't really understand this type of strategy. Identify his comment.

Accepted Answer

A)   ​At this point, we should agree to offer gift wrapping.
B)   ​At this point, we should specify our return privileges.
C)   ​At this point, we should agree to provide home delivery.
D)   ​We don't need to decide whether to charge customers for gift wrapping.
E)   ​Our basic objective is to attract and retain customers.F) None of the above
G) B) and D)

Question 13

A local food store can be regarded as a convenience retailer.

Accepted Answer

A) True 
 B)False

Question 14

Casey's General Store is a popular ______-type retailer offering gasoline, snacks, extended store hours, and rapid checkout service.​

Accepted Answer

A)   ​convenience
B)   ​grocery
C)   ​discount
D)   ​specialtyE) B) and C)
F) A) and B)

Question 15

Retail experts often cite _____ as a potential determining factor in the success or failure of a retail business.

Accepted Answer

A)   selection
B)   location
C)   price
D)   atmosphericsE) A) and C)
F) A) and B)

Question 16

Other things being equal, stores that offer more services charge smaller markups to cover their costs.

Accepted Answer

A) True 
 B)False

Question 17

A retail establishment that carries a wide variety of product lines, stocking all of them in some depth is referred to as a _____.

Accepted Answer

A)   rack jobber
B)   category killer
C)   specialty store
D)   general merchandise retailerE) All of the above
F) B) and D)

Question 18

Vending machines are an example of:

Accepted Answer

A)   automatic merchandising.
B)   Internet retailing.
C)   telemarketing.
D)   direct selling.E) A) and B)
F) All of the above

Question 19

Supermarkets are a mix between specialty and shopping merchandise.

Accepted Answer

A) True 
 B)False

Question 20

A retailer seeks to communicate information about its stores through its ______ strategy.

Accepted Answer

A)   merchandising
B)   location/distribution
C)   promotional
D)   store atmosphericsE) B) and C)
F) A) and C)

Exam 16: Retailing and Direct Marketing

How do retailers select target markets?

Correct Answer
verified
A retailer starts to define its marketin...
View Answer

The ability to send messages quickly and achieve intensive coverage are advantages to using:

Correct Answer
verified

Developing a customer service strategy for your sporting goods store, you know that services can add value to the shopping experience. Your business partner agrees, but makes a comment that shows he doesn't really understand this type of strategy. Identify his comment.

Correct Answer
verified

Macy's is a retail store that focuses on fashion-oriented merchandise, backed by a complete array of customer services. It can be considered as a self-service store.

Correct Answer
verified

Retail experts often cite _____ as a potential determining factor in the success or failure of a retail business.

Correct Answer
verified

A retailer seeks to communicate information about its stores through its ______ strategy.

Correct Answer
verified

Frequent buyer rewards programs help retailers attract shoppers and build customer loyalty, which is part of their:

Correct Answer
verified

Casey's General Store is a popular ______-type retailer offering gasoline, snacks, extended store hours, and rapid checkout service.

Correct Answer
verified

Correct Answer
verified

A retail establishment that carries a wide variety of product lines, stocking all of them in some depth is referred to as a _____.

Correct Answer
verified

Touchstone Crystal by Swarovski sells their jewelry through consultants and at-home parties. This is an example of:

Correct Answer
verified

How are retailers classified on the basis of services provided? Give an example for each group.

Correct Answer
verified
Based on the services they provide, reta...
View Answer

Historically, customers visited brick-and-mortar locations to:

Correct Answer
verified

A local food store can be regarded as a convenience retailer.

Correct Answer
verified

In the case of convenience stores, customers usually compare prices, assortments, and quality levels at competing outlets before making purchase decisions.

Correct Answer
verified

Which elements of retail strategy would be most important for a company that has just decided to construct a brick-and-mortar storefront?

Correct Answer
verified

Other things being equal, stores that offer more services charge smaller markups to cover their costs.

Correct Answer
verified

Vending machines are an example of:

Correct Answer
verified

The largest retailers in the United States are significant because:

Correct Answer
verified

Supermarkets are a mix between specialty and shopping merchandise.

Correct Answer
verified

Exam 16: Retailing and Direct Marketing

How do retailers select target markets?

Correct AnswerverifiedA retailer starts to define its marketin...View AnswerShow Answer

The ability to send messages quickly and achieve intensive coverage are advantages to using:

Correct AnswerverifiedShow Answer

​Developing a customer service strategy for your sporting goods store, you know that services can add value to the shopping experience. Your business partner agrees, but makes a comment that shows he doesn't really understand this type of strategy. Identify his comment.

Correct AnswerverifiedShow Answer

Macy's is a retail store that focuses on fashion-oriented merchandise, backed by a complete array of customer services. It can be considered as a self-service store.

Correct AnswerverifiedShow Answer

Retail experts often cite _____ as a potential determining factor in the success or failure of a retail business.

Correct AnswerverifiedShow Answer

A retailer seeks to communicate information about its stores through its ______ strategy.

Correct AnswerverifiedShow Answer

Frequent buyer rewards programs help retailers attract shoppers and build customer loyalty, which is part of their:

Correct AnswerverifiedShow Answer

Casey's General Store is a popular ______-type retailer offering gasoline, snacks, extended store hours, and rapid checkout service.​

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A retail establishment that carries a wide variety of product lines, stocking all of them in some depth is referred to as a _____.

Correct AnswerverifiedShow Answer

Touchstone Crystal by Swarovski sells their jewelry through consultants and at-home parties. This is an example of:

Correct AnswerverifiedShow Answer

How are retailers classified on the basis of services provided? Give an example for each group.

Correct AnswerverifiedBased on the services they provide, reta...View AnswerShow Answer

Historically, customers visited brick-and-mortar locations to:

Correct AnswerverifiedShow Answer

A local food store can be regarded as a convenience retailer.

Correct AnswerverifiedShow Answer

In the case of convenience stores, customers usually compare prices, assortments, and quality levels at competing outlets before making purchase decisions.

Correct AnswerverifiedShow Answer

Which elements of retail strategy would be most important for a company that has just decided to construct a brick-and-mortar storefront?

Correct AnswerverifiedShow Answer

Other things being equal, stores that offer more services charge smaller markups to cover their costs.

Correct AnswerverifiedShow Answer

Vending machines are an example of:

Correct AnswerverifiedShow Answer

The largest retailers in the United States are significant because:

Correct AnswerverifiedShow Answer

Supermarkets are a mix between specialty and shopping merchandise.

Correct AnswerverifiedShow Answer

Correct Answer
verified
A retailer starts to define its marketin...
View Answer

Correct Answer
verified

Developing a customer service strategy for your sporting goods store, you know that services can add value to the shopping experience. Your business partner agrees, but makes a comment that shows he doesn't really understand this type of strategy. Identify his comment.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Casey's General Store is a popular ______-type retailer offering gasoline, snacks, extended store hours, and rapid checkout service.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Based on the services they provide, reta...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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