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Exam 17: Retailing and Multichannel Marketing

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Question 51

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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?

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Personal selling is important for produc...

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Question 52

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Jordan directs her salespeople to increase their "share of wallet." Jordan is directing her salespeople to

A) focus on increasing sales to their best customers.
B) focus on male consumers,and not female consumers.
C) sell more store brands and fewer private-label products.
D) become multichannel salespeople.
E) expand retailing elasticity.

F) B) and E)
G) C) and D)

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Question 53

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Supercenters-stores that combine a supermarket with a full-line discount store-are among the fastest growing food retailer formats.

When a company offers consumers the ability to make purchases via a smart phone,this is known as

Some companies want to get their products into as many outlets as possible,understanding that the more exposure a product gets,the more it will sell.If this is consistent with the company's overall strategy,it will choose __________ distribution.

__________ are combating competitive pressures by offering fresh food and healthy fast food,tailoring assortments to local markets,opening locations closer to where consumers work and shop,and adding new services.

For retailers,promotion refers to

Many retailers and some manufacturers are exploring the use of a multichannel strategy in which they sell in more than one channel,for example,the Internet and stores.

If a manufacturer wasn't happy with either intensive or exclusive distribution,a logical choice,which incorporates some features from both,would be __________ distribution.

How has the relationship between manufacturers and retailers changed?

As the old cliché claims,the three most important things in retailing are

Full-line discount,category specialist,and specialty stores are all types of __________ retailers.

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.

__________ are likely to target low-income consumers who demand national brands,but cannot afford to buy large-sized packages.

Which of the following retail stores would emphasize personal selling the most as part of the firm's promotional efforts?

When writing news stories,journalists are taught to answer the questions of who,what,when,where,and why.How is the job of retailers similar to that of journalists?

Bertone's Office Supplies has large stores resembling warehouse environments,with racks stocked from floor to ceiling with different types of office supplies.Its assortment of office supplies is the largest in town,and their prices are low.Bertone's is a(n)

Kim wants to maximize sales to the customers who walk into her store.Of the following,Kim will most likely focus on

If you are a marketer for a manufacturer,and the marketing mix for your product focuses on very specific market segments,you'd like to sell your product through

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