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Questions
Q:
Figure 14-1
Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled Box A is referred to as __________.
A. the message
B. the receiver
C. the source
D. the fields of experience
E. feedback
Q:
Brand creative director at Taco Bell Tracee Larocca describes her job as making "sure that all of our communications have the same look, tone, and feel across all platforms," which could be described as
A. advertising management.
B. targeted marketing research.
C. traditional media expertise.
D. repositioning.
E. integrated marketing communications.
Q:
Communication is the process of conveying a message to others and it requires six elements. These elements include: a source, a message, a channel of communication, a receiver, and __________.
A. a concept
B. an offer
C. a slogan
D. a brand
E. the processes of encoding and decoding
Q:
According to Tracee Larocca, brand creative director at Taco Bell, the restaurant chain recognized a cultural shift from "u02dcfood as fuel' to _________.
A. "u02dcfood as expression of style'
B. "u02dcfood as attitude change tool'
C. "u02dcfood as experience'
D. "u02dcfood as personal philosophy'
E. "u02dcfood as health'
Q:
Communication is the process of conveying a message to others and it requires six elements. These elements include: a source, a message, a channel of communication, __________, and the processes of encoding and decoding.
A. a concept
B. a receiver
C. an offer
D. a brand
E. a slogan
Q:
The advertising campaign, "Think Outside the Bun" was designed for Millenials and belongs to which brand?
A. McDonald's
B. Arby's
C. Chick-Fil-A
D. Taco Bell
E. Long John Silver's
Q:
Communication is the process of conveying a message to others and it requires six elements. These elements include: a source, a message, __________, a receiver, and the processes of encoding and decoding.
A. a concept
B. an offer
C. a brand
D. a slogan
E. a channel of communication
Q:
The European Union passed a law called the E-Privacy Directive toA. provide explicit laws for website owners.B. protect intellectual property.C. increase credit availability.D. reduce the cost of postage.E. allow more consumers access to the Internet.
Q:
Communication is the process of conveying a message to others and it requires six elements. These elements include: a source, __________, a channel of communication, a receiver, and the processes of encoding and decoding.
A. a message
B. a concept
C. a brand
D. a slogan
E. an offer
Q:
Proponents of Do-Not-Track regulations suggest that website owners who use cookies to collect information about consumers' shopping habits should only do so
A. with new customers.
B. with consumers' consent.
C. with repeat customers.
D. when new products are being offered.
E. when competitors use cookies.
Q:
Communication is the process of conveying a message to others and it requires six elements. These elements include: __________, a message, a channel of communication, a receiver, and the processes of encoding and decoding.
A. a concept
B. a brand
C. a slogan
D. a source
E. an offer
Q:
The National Do-Not-Call Registry was created to give Americans a tool for maintaining their privacy on home telephone lines. More than __________ of all households are registered.
A. 95%
B. 90%
C. 80%
D. 70%
E. 30%
Q:
The process of conveying a message to others that requires six elements - a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding - is referred to as __________.
A. exchange
B. dialogue
C. communication
D. advertising
E. feedback
Q:
All of the following are reasons why direct mail and catalog retailing are attractive EXCEPT:
A. they can create customer value by providing a fast and convenient means of making a purchase.
B. they can serve as a tool to encourage consumers to visit a website, a social media page, or even a store.
C. their paper costs and postal rates have declined, making them less expensive to send.
D. they can eliminate the cost of a store and clerks.
E. they can improve marketing efficiency through segmentation and targeting.
Q:
Direct-mail and catalog retailing are examples of __________.
A. nonstore retailing
B. intertype retailing
C. online retailing
D. print-media retailing
E. dual retailing
Q:
Vending machines are no longer limited by the need for cash. In Japan, South Korea, and the Philippines, consumers use mobile phones that transmit payments to vending machines wirelessly. This is an example of how vending machines can provide which type of utility?
A. time
B. place
C. possession
D. product
E. form
Q:
Improvements in which form of nonstore retailing include touchscreens, credit card readers, wireless payment technology, and better energy efficiency?
A. direct mail
B. online retailing
C. television home shopping
D. telemarketing
E. automatic vending
Q:
Which form of retailing is Best Buy now using in airports to distribute its mobile phone and computer accessories, digital cameras, flash drives, and other consumer electronics?
A. vending machines
B. salespeople with mobile carts
C. mall-scale traditional retail stores
D. salespeople wearing Best Buy uniforms with products in backpacks
E. free-standing kiosks staffed with knowledgeable sales personnel
Q:
The largest percentage of products sold from vending machines are __________.
A. candy and snacks
B. personal items
C. movies and videos
D. cold beverages
E. food
Q:
Prices in vending machines tend to be higher because
A. machines are placed in low demand/traffic areas.
B. maintenance, operating, and leasing costs are high.
C. only small unit volume items are sold.
D. customary pricing requires certain coin and currency amounts regardless of the normal retailer markup.
E. few people buy from vending machines.
Q:
Vending machines are an example of __________.
A. hypermarkets
B. direct mail
C. scrambled merchandising
D. intertype competition
E. nonstore retailing
Q:
Which of the following is an example of nonstore retailing?
A. hypermarkets
B. supercenters
C. shopping centers
D. vending machines
E. general merchandise stores
Q:
Retailing that occurs outside a retail outlet, such as through direct marketing, direct selling, and automatic vending, is referred to as __________.
A. limited-line retailing
B. nonstore retailing
C. scrambled merchandising
D. a hypermarket
E. intertype competition
Q:
All of the following are forms of nonstore retailing EXCEPT:
A. direct selling.
B. television home shopping.
C. factory outlets.
D. online retailing.
E. telemarketing.
Q:
A drugstore that sells pharmaceuticals, beauty aids, camera equipment, nonperishable groceries, and small hardware items is an example of a retailer using
A. multiple distribution channels.
B. full-service.
C. scrambled merchandising.
D. intertype competition.
E. dual channel marketing.
Q:
Scrambled merchandising refers to
A. displaying merchandise throughout a store rather than keeping all similar items together in rows on a shelf or point of purchase displays.
B. offering several unrelated product lines in a single store.
C. changing where items are displayed in a store to create customer interest to a variety of product lines.
D. offering several related product lines in multiple stores.
E. offering several related product lines in a single store.
Q:
Offering several unrelated product lines in a single store is referred to as __________.
A. intertype competition
B. multiple distribution
C. scrambled merchandising
D. a department store
E. a specialty outlet
Q:
Stores like Dillard's, Macy's, and Neiman Marcus carry a wide range of different types of products but not an extensive number of items within each type. These retailers are known as __________.
A. limited-line stores
B. scrambled merchandise stores
C. hypermarkets
D. intertype outlets
E. general merchandise stores
Q:
Stores that carry a broad product line, with limited depth, are referred to as __________.
A. limited-line stores
B. general merchandise stores
C. scrambled merchandise stores
D. hypermarkets
E. intertype outlets
Q:
A retail outlet that focuses on one type of product at very competitive or discount prices and often dominates the market is referred to as a __________.
A. general merchandise store
B. value outlet
C. hypermarket
D. category killer
E. department store
Q:
Mike's Camera is a retailer that carries a full line of professional and amateur cameras, develops and/or prints all types of film and digital photos, and even sells darkroom equipment. Mike's Camera is an example of a(n) __________.
A. hypermarket
B. general merchandise store
C. scrambled merchandise store
D. intertype outlet
E. specialty outlet
Q:
Limited- and single-line stores are often referred to as __________.
A. specialty outlets
B. general merchandise stores
C. scrambled merchandise stores
D. intertype outlets
E. hypermarkets
Q:
Victoria's Secret, a nationwide chain, carries great depth in women's lingerie, and almost no other products. Victoria's Secret is an example of a(n) __________.
A. limited-line store
B. single-line store
C. intertype outlet
D. general merchandise store
E. specialized merchandise store
Q:
Stores that carry tremendous depth in one primary line of merchandise are referred to as
A. hypermarkets.
B. intertype outlets.
C. limited-line stores.
D. scrambled merchandise stores.
E. single-line stores.
Q:
Sally Beauty Supply sells products for hair, skin, and nail care as well as cosmetics. It is most likely classified as which retail variation based on the considerable assortment of beauty and personal care products in carries?
A. single-line
B. full service
C. full-line
D. limited service
E. limited-line
Q:
Stores that carry a considerable assortment (depth) of a related lines of items are referred to as
A. limited-line stores.
B. general merchandise stores.
C. scrambled merchandise stores.
D. hypermarkets.
E. intertype outlets.
Q:
Identify and describe the functions of agents and brokers.
Q:
Your local Target retailer carries a variety of different items. You can find everything ranging from socks and DVDs to baby items and groceries. This is an example of the __________ carried by Target.
A. breadth of product line
B. depth of product line
C. variety of brand extension
D. breadth of product class
E. product mix
Q:
Explain the difference between full-service and limited-service merchant wholesalers. List and describe the types of wholesalers that belong in each category.
Q:
Describe the retail life cycle.
Q:
New Balance offers shoes for men, women, and children in many sizes and foot widths. It offers running, cross training, walking, golf, and other types of shoes. This is an example of the __________ that New Balance offers to its customers through its own stores or other retailers such as Foot Locker or Sports Authority.
A. product item mix
B. depth of product line
C. versatility of product family
D. breadth of product line
E. variety of product mix
Q:
Explain how the wheel of retailing works.
Q:
Your local Hallmark retailer carries thousands of greeting cards. You can find cards for a twins birthday, from my cat to yours, and many other unique occasions. This is an example of the __________ that the Hallmark retailer carries.
A. depth of product line
B. variance of product line
C. breadth of product line
D. coverage of product line
E. scope of product line
Q:
What is category management and when is it used?
Q:
A large assortment of each item within a product line in a store is referred to asA. product span.B. breadth of product line.C. length of product line.D. width of product line.E. depth of product line.
Q:
List the four store locations or settings. How has the location of stores changed over the years?
Q:
Retail outlets vary by their merchandise lines, the key distinction being the __________ and __________ of the items offered to customers.
A. scope; span
B. breadth; depth
C. breadth; inventory
D. scope; inventory
E. range; span
Q:
What is off-price retailing? Identify and give an example an off-price retailer.
Q:
A Woman's Place is a retail store, created and staffed by women, that offers products and services relating to maternity needs. For expectant mothers, it offers advice and personal shopping services, help with hair and/or make-up problems, and free delivery. A Woman's Place is an example of a(n) __________ retailer.
A. franchise-service
B. self-service
C. limited-service
D. full-service
E. specialty-service
Q:
Explain what a markdown is and its timing (i.e. when a retailer uses it).
Q:
Nordstrom stores typically have 50 percent more salespeople on the floor than others retailers with stores of similar sizes. Its salespeople are renowned for their professional and personalized attention to customers. Nordstrom would be considered a(n) __________.
A. exclusive-service retailer
B. limited-service retailer
C. full-service retailer
D. upscale-retailer
E. limited-domain retailer
Q:
Explain the difference between a markup, an original markup, and a maintained markup.
Q:
Williams-Sonoma is a specialty store that caters to customers who want to cook at home. It offers free cooking classes, has frequent demonstrations by cookbook authors, and has employees who are knowledgeable about food preparation. The sales staff helps customers make their selections. Williams-Sonoma is a(n) __________ retailer.
A. exclusive-service
B. full-service
C. complete-service
D. self-service
E. limited-service
Q:
What is the retailing mix?
Q:
Kitchen Window is a one-stop treasure trove for cooks. The locally-owned gourmet specialty store carries more than 14,000 items in stock. Its knowledgeable staff offers personalized service that will even gift-wrap your purchases free of charge. It also offers a shop for repairs should your appliances need maintenance. Kitchen Window is a __________ retailer.
A. exclusive-service
B. premium-service
C. self-service
D. limited-service
E. full-service
Q:
Explain why direct mail and catalogs are an attractive form of retailing.
Q:
Godiva Chocolatier invites consumers to stop by one of its stores for an unforgettable experience, including delectable chocolates, decorative gift collections, and unrivaled customer care. What type of retail service is Godiva offering?
A. full-service
B. exclusive-service
C. limited-service
D. self-service
E. specialty-service
Q:
Why are vending machine prices often higher than those in a retail store?
Q:
Saks Fifth Avenue is an upscale retailer that offers designer brand women's apparel, fragrances, jewelry, and leather accessories. The retailer relies on superior service to sell its products and to retain its customers. Saks Fifth Avenue would be classified as a(n) __________.
A. exclusive-service retailer
B. limited-service retailer
C. full-service retailer
D. premium-service retailer
E. complete-service retailer
Q:
Explain the difference between breadth of line and depth of line. Be sure to include the definition of scrambled merchandising in your explanation.
Q:
At which level of service would the customer perform the least number of functions?
A. exclusive-service
B. minimal-service
C. self-service
D. limited-service
E. full-service
Q:
Briefly describe the three levels of service offered by retail outlets.
Q:
Most specialty stores and department stores, which provide many services to their customers, are considered to be __________.
A. exclusive-service retailers
B. limited-service retailers
C. full-service retailers
D. complete-service retailers
E. upscale-service retailers
Q:
Briefly describe the two general types of franchises. Give an example of each.
Q:
Target recently introduced its Target REDcard, where cardholders receive 5% back for each purchase. Target also allows customers to return merchandise within 30 days but does not offer alteration services. Target offers what level of service to its customers?
A. full-service
B. self-service
C. automated-service
D. limited-service
E. customized service
Q:
Explain the relationship between a franchisee and a franchisor.
Q:
Loehmann's is an upscale, off-price specialty retailer that sells name-brand designer fashions. A few salespeople are around to help in select places, but customers are basically on their own to find what they need and bring it to checkout. Loehmann's provides its consumers withA. full-service.B. limited service.C. self-service.D. restricted service.E. functional service.
Q:
Briefly describe the advantages to the retailer and to the customer of the independent retailer.
Q:
Outlets where customers are responsible for most shopping activities, although salespeople are available in some departments, would be classified as __________ retail outlets.
A. limited-service
B. reduced-service
C. minimal-service
D. self-service
E. full-service
Q:
Briefly describe the three ways retail outlets can be classified.
Q:
General merchandise stores such as Walmart, Kmart, and Target are usually considered __________ retailers.
A. exclusive-service
B. minimal-service
C. self-service
D. full-service
E. limited-service
Q:
Explain the global impact of retailing.
Q:
All of the following retailers provide self-service to their customers EXCEPT:
A. Marley Coffee.
B. Shop24.
C. Target.
D. Redbox.
E. Costco.
Q:
What is the impact of retailing for consumers and the economy?
Q:
Redbox photo
Redbox (see photo above) provides video rental without a single clerk. What level of service does this retailer offer?
A. limited-service
B. non-service
C. reduced-service
D. self-service
E. restricted-service
Q:
Name each of the four utilities offered by retailing and with each, identify a retailer that provides that utility.
Q:
Many airlines now have terminals that allow you to check yourself in for your flight electronically upon your arrival at the airport. This is an example of what level of service?
A. limited-service
B. non-service
C. reduced-service
D. restricted-service
E. self-service
Q:
What is augmented reality? Give an example of a retailer that has implemented this concept.
Q:
Warehouse clubs and grocery stores that require customers to scan and bag their own items provide what level of retail service?
A. non-service
B. limited-service
C. reduced-service
D. self-service
E. automated-service
Q:
The level of service that requires that the customers themselves to perform many functions during the purchase process is __________.
A. non-service
B. limited-service
C. self-service
D. reduced-service
E. automated-service