Deck 16: Retailing and Omnichannel Marketing

Question 1

Omnichannel retailers are able to simply charge the same prices across all channels.

Answer 1

False

Question 2

Supercenters are large stores (185,000 square feet) that combine a supermarket with a full-line discount store.

Answer 2

True

Question 3

Retailers who advertise that they sell at wholesale prices are wholesalers.

Answer 3

False

Question 4

Effective omnichannel operations require an integrated CRM (customer relationship management) system.

Question 5

The larger and more sophisticated the channel member, the more likely that it will use supply chain intermediaries.

Question 6

When retailers extend their services to the Internet and become omnichannel retailers, they are able to satisfy a broader range of customers' needs and wants.

Question 7

Convenience for the customer is seldom a factor for manufacturers when choosing a retail partner.

Question 8

Retailing is the primary activity in all of the following situations except

A) buying and eating a fast-food meal.
B) transporting pallets of Daisy brand dairy products.
C) visiting a tile store that sells at wholesale prices.
D) upgrading an airline ticket at the airport.
E) purchasing one case of paper for the office at Office Max.

Question 9

Choosing the right retailing partners and knowing where target customers expect to find products are key to a manufacturer's success.

Question 10

Off-price retailers specialize in having a consistent line of merchandise available at discount prices.

Question 11

It is primarily the retailer's responsibility to make sure customers' expectations are fulfilled.

Question 12

One of retailers' most fundamental activities is providing the right mix of merchandise and services that satisfies the needs of the target market.

Question 13

Dollar General and Dollar Tree are examples of full-price discount retailers.

Question 14

Manufacturers might use selective distribution by allowing only a few selected retail customers in a territory to sell its products.

Question 15

Where does retailing fall in the supply chain?

A) at the end
B) in the center
C) first
D) second
E) nowhere

Question 16

Consumer packaged-goods companies, such as Procter & Gamble, Pepsi, and Kraft, typically seek an exclusive distribution strategy.

Question 17

Many retailers and some manufacturers use an omnichannel or multichannel strategy in which they sell in more than one channel, (e.g., store, catalog, Internet).

Question 18

Today, large retailers dictate to their suppliers what should be made.

Question 19

Category specialists are also known as category killers.

Question 20

One significant potential benefit of the Internet channel is its ability to enable retailers to provide personalized offerings and services for each customer.

Question 21

John used to work for a large, well-known retailer. He left that company to work for a much smaller company, and in doing so, he discovered that the channel functions were handled very differently in the smaller firm. Looking back at his experience, he noticed that larger firms

A) perform many different channel functions themselves.
B) have less control in the channel.
C) are generally less efficient.
D) spend more money wastefully.
E) use more independent salespeople.

Question 22

Retailing is defined as the set of business activities that

A) focuses on a firm's core values.
B) focuses on transactions, but not relationships.
C) add value to products and services sold to consumers for their personal or family use.
D) separates wholesaling from manufacturing.
E) occurs only in brick-and-mortar space.

Question 23

The key factor distinguishing retailers from other members of the supply chain is that

A) they sell to consumers, businesses, and government.
B) they utilize marketing to reach consumers.
C) they use advertising to generate demand.
D) they rarely engage in personal selling.
E) they sell to customers for their personal use.

Question 24

All of the following are included in the broad factors manufacturers must consider when establishing a strategy for getting their products into the hands of the ultimate customer except

A) choosing retail partners.
B) identifying types of retailers.
C) developing retail strategy.
D) managing an omnichannel strategy.
E) lowering production costs.

Question 25

Wholesalers sell to all of the following except

A) businesses.
B) manufacturers.
C) retailers.
D) consumers.
E) industrial users.

Question 26

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?

A) What is the appropriate advertising strategy?
B) When will customers want this product?
C) What prices will customers be willing to pay?
D) What assortment of products will customers want?
E) How likely is it for certain retailers to carry this product?

Question 27

A(n) ________ distribution intensity helps a seller maintain a particular image and control the flow of merchandise into an area.

A) intensive
B) widespread
C) selective
D) collective
E) variable

Question 28

Today, ________ dominate supply chains.

A) large retailers
B) manufacturers
C) government agencies
D) wholesalers
E) distributors

Question 29

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.

A) luxury
B) variable
C) monopolistic
D) intensive
E) exclusive

Question 30

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

A) moderate
B) compromise
C) luxury
D) evolutionary
E) selective

Question 31

All of the following are typical channels used by retailers except

A) catalogs.
B) the Internet.
C) wholesalers
D) stores.
E) restaurants and hotels.

Question 32

Generally, the larger and more sophisticated the channel member, the less likely that it will

A) use supply chain intermediaries.
B) rely on marketing research.
C) use omnichannel marketing.
D) use intensive distribution.
E) be concerned about competitive actions.

Question 33

Knowing what customers expect is essential. Retailers need to know which manufacturers their customers prefer, while manufacturers need to know

A) if customers are using credit cards or cash to make purchases.
B) how many employees the retailers have.
C) where their target customers expect to find their products.
D) whether the products will fill a customer's self-actualization needs.
E) whether customers will find the store atmospherics appropriate to the location.

Question 34

Distribution intensity is commonly divided into three levels:

A) intensive, exclusive, and selective.
B) primary, secondary, and tertiary.
C) administered, vertical, and independent.
D) global, national, and local.
E) corporate, contractual, and independent.

Question 35

Anbinh Fashions is launching a new line of one-of-a-kind designer jewelry. Each piece is handcrafted, and production volumes will be very low. To emphasize the unique nature of this jewelry, Anbinh Fashions will most likely choose ________ distribution.

A) luxury
B) selective
C) monopolistic
D) intensive
E) exclusive

Question 36

When Creative Pen Company designed a new pen that was particularly comfortable to use, it wanted to literally get the pen in the hands of as many consumers as possible. Creative Pen will probably choose ________ distribution for its new product.

A) intensive
B) exclusive
C) selective
D) collective
E) variable

Question 37

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 the customers. As he chooses retail partners, which of the following is least important in this process?

A) looking at the channel structure
B) determining where target customers will expect to find this product
C) considering characteristics of channel members
D) encouraging new bicycling enthusiasts
E) considering distribution intensity

Question 38

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.

A) primary
B) independent
C) intensive
D) exclusive
E) selective

Question 39

Today, retailers like Walmart, Home Depot, and Kroger dictate to their suppliers all of the following except

A) which competitors they should collaborate with.
B) what should be made.
C) how products should be configured.
D) when products should be delivered.
E) what products should cost.

Question 40

In the past, ________ controlled supply chains.

A) retailers
B) manufacturers
C) government agencies
D) wholesalers
E) distributors

Question 41

Which of the following represents the best reason a manufacturer of high-end products might consider selling products in a warehouse club?

A) There are no high-end shopping centers within a 100-mile radius of the warehouse club.
B) The warehouse club has a good reputation.
C) The manufacturer is trying to increase market share.
D) The manufacturer overestimated demand or has a great deal of returned merchandise from other retailers.
E) The warehouse club wants to upgrade its image.

Question 42

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

A) emphasize fresh, locally sourced perishables.
B) target the broadest possible customer base.
C) eliminate customer frills and extras.
D) offer fewer private-label brands.
E) offer more national brand packaged goods and few perishables.

Question 43

________ can purchase merchandise at substantial discounts from the original wholesale prices because they do not ask the suppliers for advertising allowances or markdown adjustments.

A) Department stores
B) Specialty stores
C) Category specialists
D) Drugstores
E) Off-price retailers

Question 44

Compared to conventional supermarkets, warehouse clubs have

A) a broader assortment of food items.
B) a lower level of service.
C) slightly higher prices.
D) no products appealing to small businesses.
E) lower annual fees.

Question 45

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

A) department stores.
B) category specialist stores.
C) extreme value retailers.
D) specialty stores.
E) convenience stores.

Question 46

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

A) food
B) general merchandise
C) price sensitive
D) limited demand
E) special appeal

Question 47

Retailers that offer a broad variety of merchandise, limited services, and low prices are known as

A) full-line discount stores.
B) convenience stores.
C) home improvement stores.
D) category specialists.
E) department stores.

Question 48

Brian, an industrial equipment sales rep, purchases a quick snack to eat on the way to work. He buys lunch while on the road visiting customers, and grabs bread and milk on the way home when he stops to buy gas. Brian probably does the majority of this shopping at a

A) convenience store.
B) warehouse club.
C) conventional supermarket.
D) drugstore.
E) category specialist.

Question 49

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

A) Category killers
B) Department stores
C) Extreme-value retailers
D) Specialty stores
E) Warehouse club stores

Question 50

________ reduce costs and maintain low prices by buying opportunistically from manufacturers with excess inventory, offering limited assortments of household goods and groceries, as well as health and beauty aids.

A) Category killers
B) Specialty stores
C) Factory outlets
D) Extreme-value retailers
E) Convenience stores

Question 51

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.

A) Target
B) Meijer
C) Kmart
D) Kroger
E) Walmart

Question 52

Macy's, Kohl's, JCPenney, and Nordstrom are examples of

A) department stores.
B) off-price retailers.
C) discount stores.
D) extreme value stores.
E) category specialist stores.

Question 53

If you're a manufacturer, and you want to showcase your product in a store that has a narrow but deep selection of merchandise and where expert sales associates can assist customers with their selections, you'd most likely choose a(n)

A) category specialist.
B) specialty store.
C) department store.
D) extreme value retailer.
E) warehouse club.

Question 54

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?

A) conventional supermarket
B) supercenter
C) warehouse club
D) convenience stores
E) full-line discount stores

Question 55

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

A) Dollar General.
B) Staples.
C) Kohl's.
D) Target.
E) Costco.

Question 56

________ are combating competitive pressures by providing better value with private-label merchandise; adding new value-added services such as online ordering and delivery options; and providing a better shopping experience.

A) Convenience stores
B) Department stores
C) Full-line discount stores
D) Extreme value stores
E) Conventional supermarkets

Question 57

________ 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.

A) Warehouse clubs
B) Supercenters
C) Convenience stores
D) Department stores
E) Extreme value retailers

Question 58

________ offer a limited assortment of general merchandise at very low prices.

A) Department stores
B) Off-price retailers
C) Discount stores
D) Extreme-value retailers
E) Category specialists

Question 59

If you walk into a(n) ________, you will likely find a broad variety of merchandise, deep assortment, and customer service, with everything organized into distinct departments for displaying merchandise.

A) department store
B) off-price retailer
C) discount store
D) specialty store
E) category specialist

Question 60

As a type of retailer, category specialists offer

A) a broad assortment of merchandise.
B) highly trained personnel throughout the stores.
C) a narrow but deep assortment of merchandise.
D) highly attractive loyalty programs.
E) a limited, but complementary merchandise assortment.

Question 61

Retailers use ________ to communicate with or sell to consumers through wireless handheld devices.

A) virtual media
B) mobile commerce
C) cooperative advertising
D) share of wallet tactics
E) social media advertising

Question 62

________ must always be aligned with other elements of a retailer's strategy in order to accurately define the value of the product and a retailer's image.

A) Mobile commerce
B) Transportation
C) Distribution
D) Price
E) Labeling

Question 63

Henri wants customers in his specialty tobacco store to feel at home, as if they were in their personal smoking den. He uses lighting, music, and soft chairs to create a "look and feel" that will get customers to relax and return. Henri is focusing on which aspect of the marketing mix?

A) price
B) place
C) policy
D) promotion
E) product

Question 64

If you were a marketer for a clothing manufacturer and you wanted to improve revenues from irregulars, production overruns, and returns, you would be attracted to using

A) department stores.
B) specialty stores.
C) category specialists.
D) off-price retailers.
E) supercenters.

Question 65

Because of the way ________ buy merchandise, customers can never be confident that the same merchandise will be in stock each time they visit the store.

A) department stores
B) off-price retailers
C) discount stores
D) services retailers
E) category specialist stores

Question 66

Most category specialists use a predominantly ________ approach to customer service.

A) hands-on
B) online
C) self-service
D) special attention
E) personalized

Question 67

Many retail golf stores have driving ranges, some with backdrops showing famous golf courses. These driving ranges allow

A) wholesalers to evaluate promotional discounts.
B) retailers to improve the shopping experience through an improved product line assortment.
C) customers to increase their share of wallet spending.
D) retailers to avoid competition from knock-off products.
E) customers to try before they buy.

Question 68

One of the most fundamental activities of retailers is to provide ________, satisfying the needs of their target market.

A) wholesaling opportunities
B) persuasive advertising
C) the right mix of merchandise and services
D) corrective price controls
E) category killing profitability

Question 69

________ are subtle forms of promotion that facilitate shopping.

A) Electronic signs
B) Store credit cards and gift cards
C) Large stocks of popular national brands
D) Quick response and just-in-time delivery systems
E) Extreme value offers and specialty share of the wallet programs

Question 70

For retailers, promotion refers to

A) supply chain communication.
B) the relationship between price and product.
C) the image a store attempts to maintain through its pricing strategy.
D) both their in-store environment and their media communications.
E) the seasonal discounts offered to move end-of-season items.

Question 71

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

A) promotional discounts.
B) mass media gimmicks.
C) mobile marketing.
D) in-store promotions.
E) co-op advertising.

Question 72

Considering what you know about their target markets and merchandise, which of the following retailers is least likely to have an online presence?

A) department stores
B) convenience stores
C) category specialists
D) off-price retailers
E) full-line discount stores

Question 73

It is often difficult for retailers to distinguish themselves from their competitors through the merchandise they carry because

A) they do not carry enough merchandise.
B) consumers no longer recognize brand equity.
C) big-box food retailers are shifting into specialty store product lines.
D) there is not enough merchandise to go around.
E) competitors can purchase and sell many of the same popular brands.

Question 74

Retailers' coupons, rebates, and online discounts are types of

A) in-store promotions.
B) specialty product displays.
C) pricing promotions.
D) off-price wholesaling.
E) mass media advertising.

Question 75

Higher-income consumers visiting ________ feel like they are on a treasure hunt, searching for a bargain.

A) department stores
B) extreme-value retailers
C) big-box retailers
D) services retailers
E) category specialist stores

Question 76

________ offer an inconsistent assortment of brand-name merchandise at low prices.

A) Department stores
B) Specialty stores
C) Category killers
D) Off-price retailers
E) Full-line discount stores

Question 77

Personal selling is particularly important for retailers selling

A) online services.
B) discount items.
C) products that are complicated or expensive.
D) low-cost services.
E) trend or fashion items.

Question 78

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

A) in-store promotions.
B) billboard and other outdoor advertising.
C) supply chain relationships.
D) off-price wholesaling.
E) mass media advertising.

Question 79

Retailers address the conflict between consumers wanting or needing only one item and manufacturers wanting to produce and ship in quantity by providing

A) reciprocity.
B) simplicity.
C) discounting.
D) storage.
E) extreme value labeling.

Question 80

One product strategy used by retailers to differentiate themselves from competitors is

A) the use of private-label brands.
B) discount pricing.
C) removing brand labels from their merchandise offerings.
D) JIT product delivery.
E) offering brand-name merchandise.