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Exam 16: Retailing and Omnichannel Marketing

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Question 61

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Benton manages a building supply company.He wants to invite 20 of his most valuable building-contractor customers to a golf outing and party.Benton will likely use the firm's ___________ to identify these customers.

A) website
B) CRM database
C) specialty store sales
D) annual sales report
E) inventory management system

F) All of the above
G) A) and C)

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Question 62

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__________ are combating competitive pressures by increasing the amount of exclusive and private-label merchandise they sell and expanding their online presence.

A) Convenience stores
B) Department stores
C) Full-line discount stores
D) Extreme value stores
E) Off-price retailers

F) B) and E)
G) A) and E)

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Question 63

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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?

How has the relationship between manufacturers and retailers changed?

Unlike buying products on the Internet,stores don't offer consumers immediate gratification.

Paul's family has owned and operated a small chain of conventional supermarkets for many years.Competition from a variety of other kinds of retailers has adversely affected the business.To address the new competitive reality,Paul wants to apply what he recently learned as a marketing major and he has recommended that his family's business should

Aaron has designed innovative accessories for hard-core bicycling enthusiasts.He knows where and how he will make them,and he needs to turn his attention to getting the products to his customers.As he chooses retail partners,which of the following is least important in this process?

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?

Which of the following is not one of the typical outlets used by retailers?

If a manufacturer had a full range of products,in a number of different container sizes,which kind of store would the company be least likely to choose as a retailing partner?

While it is relatively easy to offer customers Internet options like an FAQ page and an e-mail address to answer questions,some companies are using an interactive approach to address customers' questions while they are visiting the websites.These firms are using ___________ to provide the customer with enhanced customer service.

Natalie represents a manufacturer who makes unique,high-end hats.When making a recommendation about potential retail partners,what should be Natalie's first consideration?

Heartland Plantation produces organic food products like stone-ground grits and wild rice.The company has limited production capacity and wants to carefully control where its products are sold.Heartland will likely choose __________ distribution intensity.

Of the following retailers,the best example of a category killer is

Gabriel was importing sweaters made from alpaca.They were exquisitely soft and extremely warm.Once a potential customer tried one on,it was almost always sold.Which channel should Gabriel select to reach his potential customers: store or Internet? Why?

__________ is the term used to describe the situation when retailers use some combination of stores,catalogs,and the Internet to sell merchandise.

Supercenters are large stores that combine a supermarket with a full-line discount store._______ dominates this category with the vast majority of supercenters in the United States.

Andy purchased a number of books from Amazon.com,and he learned to trust the recommendations made to him.More than once he was pleasantly surprised at the books and authors he discovered this way.In this case,Amazon.com was creating value for Andy through

Belinda is opening an upscale outdoor cooking equipment store.If she wants to differentiate her store from competitors based on product offerings,what will she likely need to do?

Unusual and exciting displays like Bass Pro Shops' climbing wall and stocked aquarium are examples of