Question 1

Yums Brands is the corporate name for such fast food outlets as Pizza Hut, Taco Bell, KFC, Long John's Silver, and A&W. Yums is an example of what type of corporate retail organization?

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Question 2

Your division has a new general manager. As part of his stated tasks, he believes in "getting the right goods to the right places at the right time for the least cost." As your company's logistics manager, you know that this objective provides little practical guidance and could in fact be detrimental to the company objectives. How would you formulate a response to the new general manager to convince him to change his "position" regarding customer service?

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Question 3

As a brand manager why should you be concerned with the transportation decisions regarding your product?

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Question 4

You have a manager who makes every decision based on the potential to reduce costs. Explain why the market-logistics strategies must be derived from business strategies, rather than solely from cost considerations?

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Question 5

Describe the four steps in market logistics planning.

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Question 6

Sony calls it SOMO, "sell-one, make one". Relate SOMO to the need to keep inventory costs low.

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Question 7

As a newly hired marketing manager for a major company, your boss has told you that your brand's carrying costs are at 30 percent of inventory value and has asked you to reduce these costs. Your examination of customer "fill rates" convinces you that you must maintain high inventories in order to satisfy some large customers. What can you say (and what can you quantify) that will convince your boss that the 30 percent inventory-carrying costs is an unpleasant fact but one that you must keep?

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Question 8

Kodak launched a national advertising campaign for a new instant camera before it had delivered enough cameras to the stores. Explain how better supply chain management could have prevented this situation.

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Question 9

The "services mix" afforded to retailers is a key tool for differentiating one store from another. Briefly explain the three "services mixes" available to retailers as mentioned in the chapter and discuss how they could be applied to Rona, Canada's largest distributor and retailer of hardware, home renovation, and gardening products.

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Question 10

Your company's order-to-payment cycle is 50 days. The average for your industry is 45 days. Your boss has asked you to reduce this cycle to the industry's average. To accomplish this goal, you begin to outline the "processes" in the order-to-payment cycle to find out where improvements can be made. List the "processes" that make up the order-to-payment cycle.

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Question 11

What do brands such as Shoppers Drug Mart, Benetton, and The Body Shop have in common, and why are we likely to see more brands of this type developed?

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Question 12

As a retailer, you have decided on your product assortment strategy but now you must establish merchandise sources, policies, and practices. You have decided to "copy" the format for merchandising commonly found in supermarket chains. List this merchandising structure.

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Question 13

Explain the concept of "generics".

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Question 14

Retailers examining their product mix find that a third of their products are not profitable or do not make economic sense. Yet these products still take up retail shelf space. Why does this continue and what techniques are retailers using to "tighten" this process?

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Question 15

It has been suggested that the leading brand marketers should invest in heavy and continuous R&D, among other suggestions, to bring out new brands, line extensions, features, and quality improvements. Why is it necessary for such an increase in investment in R&D?

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Question 16

As part of your internship with a marketing research firm, you have been asked to evaluate the relationship between high traffic and high rents for a retailer client who is thinking about moving his location. What methods for evaluating this relationship are available to you?

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Question 17

A company like Dell Computers could decide to use cheap containers in the shipping department to minimize costs. Relate this to the concept of market-logistics objectives.

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Question 18

Explain what is meant by the term "store atmosphere" and why it is important for retailers to have a distinctive "atmosphere." Describe the atmosphere or "look" of your favourite retailer.

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Question 19

Retailers, like all marketers, must begin with their definition of their "target market." Why must retailers begin by defining their "target market" before making any other marketing decisions? Relate this step to Whole Foods Market.

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Question 20

Why do retailers prefer to deal with wholesalers rather than directly with manufacturers?

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Quiz 16: Managing Retailing, Wholesaling, and Logistics