Deck 12: Points of Customer Interface: Bricks and Clicks

Question 1

The number of product categories offered by a retailer is referred to as the depth of merchandise.

Answer 1

False

Question 2

Consumers around the world want to purchase when they are ready and expect the product to be available on demand.

Answer 2

True

Question 3

While popular with consumers,vending machines are not particularly profitable.

Answer 3

True

Question 4

Supply chains work most efficiently and effectively when producing small volumes of products and moving them through the distribution system in small amounts.

Question 5

Within a particular product category,the variety and assortment of products carried by retailers remain the same.

Question 6

A general rule in retailing is that broader,deeper product assortments and expanded service options require a higher price to cover increased costs.

Question 7

It is not common for multiple retailers to target the same group.

Question 8

Assortment is the number of product categories offered by a retailer.

Question 9

From information search to purchase,the Internet gives consumers greater access to more choices and different product options.

Question 10

Customers are satisfied interacting with a company or product based primarily on visiting a retail store.

Question 11

Assortment is referred to as the depth of merchandise.

Question 12

The primary advantage of the television home shopping retail format is the ability to show and demonstrate the product.

Question 13

E-retailing is the fastest-growing retail format.

Question 14

In-store retailing offers consumers the most payment options and is the only retailing format that easily accommodates cash payment.

Question 15

Variety is the number of different product items within a product category.

Question 16

The Internet has decreased the efficiency of B2B relationships.

Question 17

In evaluating a Web site,one of the key measures is its "stickiness," which refers to the length of time visitors remain at the site.

Question 18

Companies create call centers around the world to handle regional customer traffic over the course of a 24-hour business cycle.

Question 19

One of the oldest forms of retailing,catalog retailing has started to lose its popularity as two-income households often do not like shopping from home.

Question 20

National brands tend to be supported with excellent product design,support,and marketing communications by their manufacturers.

Question 21

____________,in whatever form,is the point of contact in the supply chain with the consumer of the product.

A) Retailing
B) Branding
C) Warehousing
D) Transportation
E) Inventory management

Question 22

As a result of customers wanting access to the company (information,customer service)immediately,whatever their location,customer service has revolutionized service delivery by __________________.

A) Improving telephone support
B) Pushing more information through mobile communications
C) Creating effective, customer-oriented Web sites
D) A & B
E) A, B & C

Question 23

_____________ focuses on lower prices,which means fewer services and limited assortments and variety.

A) Supermarkets
B) Specialty retailers
C) Discount stores
D) Catalog retailing
E) Direct selling

Question 24

The retailers'______________ helps manufacturers because it stores the product close to consumers and makes it easier for them to purchase.

A) Store layout
B) Assortment of products
C) Variety of products
D) Inventory
E) Pricing strategy

Question 25

An efficient,effective supply chain moves materials from _______ to ________.

A) Wholesaler, manufacturer
B) Consumer, distributor
C) Distributor, manufacturer
D) Retailer, distributor
E) Manufacturer, consumer

Question 26

Which of the following functions is carried out by a retailer?

A) Evaluate quality of the products.
B) Carry out market research to identify customer perceptions regarding quality of the product.
C) Assimilate the large quantities produced by manufacturers and offer smaller, more consumer-friendly quantities for the consumer.
D) Product development and manufacturing.
E) Maintenance and repair of products.

Question 27

Companies seek better and more frequent interaction with their customers.At the same time,customers are more attached to their products.The result has been a concerted effort by both companies and their customers to redefine the _______________.

A) Product quality
B) Customer interface
C) Product variety
D) Breadth of merchandise
E) Depth of merchandise

Question 28

Characteristics of retailers include _______________.

A) Type of merchandise
B) Assortment
C) Services imparted to customers
D) Differences in the value equation
E) All of the above

Question 29

_____________ is the number of different product items within a product category.

A) Assortment
B) Variety
C) Breadth of merchandise
D) Product mix
E) Product penetration

Question 30

_____ is the number of product categories offered by a retailer.

A) Assortment
B) Variety
C) Breadth of merchandise
D) Product mix
E) Product penetration

Question 31

The role of retailing is to ________________.

A) Offer variety to customers
B) Separate large product volume into consumer purchase quantities
C) Maintain inventory levels
D) Make additional services available
E) All of the above

Question 32

Assortment is the number of different product items within a product category and is referred to as the ________________.

A) Width of merchandise
B) Length of merchandise
C) Variety
D) Breadth of merchandise
E) Depth of merchandise

Question 33

Security of personal data is a major concern in _____________.

A) In-store retailing
B) Television home shopping retailing
C) Catalog retailing
D) Electronic retailing
E) Vending machine retailing

Question 34

Marketing managers know that creating an effective retail strategy begins with knowledge of _______________.

A) Merchandise assortment
B) Level of service
C) The retail value proposition
D) A & C
E) A, B & C

Question 35

Stickiness of a Web site refers to ___________________.

A) The ease with which visitors can navigate through the site
B) The readability of the site
C) The attractiveness of the site
D) The amount of time visitors remain at the site
E) The number of visitors who visit the site

Question 36

A typical supermarket carries between ________ product items.

A) 10,000 and 20,000
B) 20,000 and 30,000
C) 30,000 and 40,000
D) 40,000 and 50,000
E) 50,000 and 60,000

Question 37

_________________ are important service(s)consumers expect but they require a significant investment by the retailer.

A) In-store events
B) Shipping
C) Order tracking
D) Financing and purchasing options
E) None of the above

Question 38

Margot works for a retailer that carries a number of different product items within a product category and this is known as _________________.

A) Assortment
B) Market penetration
C) Product reach
D) Variety
E) Breadth of merchandise

Question 39

An example of a customer touchpoint that allows only one way interaction is ________.

A) A retail store visit
B) Advertising
C) A Web site bulletin board
D) Personal selling
E) An online focus group

Question 40

Variety is the number of product categories offered by a retailer and is referred to as _____________________.

A) Market penetration
B) Product reach
C) Assortment
D) Breadth of merchandise
E) Depth of merchandise

Question 41

_________________ involves independent businesspeople contacting consumers directly to demonstrate and sell products or services in a convenient location,often the consumer's home or workplace.

A) Direct selling
B) Television home shopping
C) Vending machine retailing
D) Catalog retailing
E) Electronic retailing

Question 42

___________________ is an advantage that is most likely to be associated with store retailing.

A) Social experience
B) Reduced risk to the consumer
C) Payment options
D) None of the above
E) All of the above

Question 43

Once a(n)_____ strategy is in place,inventory tends to fluctuate less and it is easier to manage inventory levels.

A) Every day low pricing (EDLP)
B) High/low pricing
C) Market penetration
D) Intensive distribution
E) Market development

Question 44

With ________________ an order is placed and fulfilled by the salesperson,who usually delivers the product directly to the consumer.

A) Television home shopping
B) Direct selling
C) Electronic commerce
D) Electronic retailing
E) Vending machine retailing

Question 45

With ______________ the potential market includes almost everyone with cable television in the United States,however the actual number of viewers is small.

A) Direct selling
B) Television home shopping
C) Vending machine retailing
D) Catalog retailing
E) Electronic retailing

Question 46

The primary advantage of ____________________ is the ability to show and demonstrate the product.

A) Catalog retailing
B) Television home shopping
C) Vending machine retailing
D) Electronic commerce
E) Retail positioning

Question 47

A unique challenge for a ______________ is that profit margins are low relative to other retailing concepts with net margins averaging 1 percent of sales.

A) Market maker
B) National brand
C) Food retailer
D) Non-store retailer
E) Catalogue retailer

Question 48

_________ have become extremely popular as two-income households often lack the time for an in-store retail experience.

A) Malls
B) Flea markets
C) Grocery stores
D) Sidewalk retailers
E) Catalog retailers

Question 49

_____________ sells merchandise or services that are stored in a machine then dispensed to the consumer when the payment has been made.

A) Vending machine retailing
B) Supermarket
C) Electronic retailing
D) Direct selling
E) Television home shopping

Question 50

____________ is the fastest-growing customer interface methodology and has fundamentally changed the way companies and customers interact.

A) Direct selling
B) Vending machine retailing
C) Electronic commerce
D) Television home shopping
E) In-store retailing

Question 51

Conventional supermarkets are responding to new competitors with _______________.

A) Greater emphasis on freshness
B) Targeting new markets such as health-conscious consumers
C) Creating a neighborhood atmosphere and upgrading facilities
D) A & B
E) A, B & C

Question 52

A _______________ offers its merchandise in the comfort of a consumer's home.

A) General merchandise retailer
B) Supermarket
C) Food retailer
D) Speciality store
E) Catalog retailer

Question 53

_______ focus on value-added benefits such as greater product selection,more experienced service personnel,and other services.

A) Food retailers
B) Speciality retailers
C) Warehouse clubs
D) Discount stores
E) A & C

Question 54

____________ is an advantage of store retailing.

A) Personal contact with product
B) Personal service
C) Immediate need fulfillment
D) None of the above
E) All of the above

Question 55

_______________ refers to any action using electronic media to communicate with customers; facilitate the inventory,exchange,and distribution of goods and services; or make payment.

A) Catalog retailing
B) Direct selling
C) Television home shopping
D) Vending machine retailing
E) Electronic commerce

Question 56

Advantages of non-store retailing include ____________.

A) Ease of use
B) Safe shopping environment
C) Quality of visual presentation
D) All of the above
E) None of the above

Question 57

Beautiful Babies is a company that utilizes ______________ to sell their products.Salespeople go to their friend's and coworker's homes to demonstrate and sell the Beautiful Babies products.

A) Vending machine retailing
B) Television home shopping
C) Electronic commerce
D) Direct selling
E) Electronic retailing

Question 58

A ____________________ allows consumers to purchase from their homes or some other convenient location and includes catalogs,direct selling,television home shopping,vending machines,and electronic retailing.

A) Vending machine
B) Supermarket
C) Food retailer
D) Non-store retailer
E) Wholesaler

Question 59

______________ have had to develop sophisticated supply chains that keep products moving into the store while carefully balancing inventory levels to reduce spoilage.

A) Non-store retailers
B) Manufacturers
C) Consumers
D) Food retailers
E) Catalogue retailers

Question 60

The ________________ defines value in terms of price and delivered benefits to the customer.

A) Value equation
B) Value proposition
C) Breadth of merchandise
D) Depth of merchandise
E) Assortment

Question 61

Choosing the right ______________ to align the retailer's corporate objectives with the target market's needs is a critical element in the retail strategy.

A) Value equation
B) Product mix
C) Layout of the store
D) Retail positioning
E) Loyalty programs

Question 62

Generally,_______________ offer a lower price point product relative to the national brand.

A) Specialty brands
B) National brands
C) Private-label brands
D) B & C
E) None of the above

Question 63

Harry is going to purchase flowers for his mother for Mother's Day.When he arrives at the florist he has to choose between roses,tulips,and sunflowers.The flowers represent _______________.

A) Convenience goods
B) Giffen goods
C) Merchandising categories
D) Co-products
E) Joint products

Question 64

________________ enable customers to evaluate vendors and then make better product decisions.

A) Loyalty programs
B) Market makers
C) Customer communities
D) All of the above
E) None of the above

Question 65

____________ is the communication and sale of products or services to consumers over the Internet.

A) Vending machine retailing
B) Personal selling
C) Electronic retailing
D) Direct selling
E) Television home shopping

Question 66

Advantages of electronic retailing include __________________.

A) Extensive selection
B) Considerable information available for product research and evaluation
C) Building product communities
D) Individualized customer experience
E) All of the above

Question 67

In the consumer's mind,______________ is/are created through the use of a variety of tools that build a retail brand image.

A) Retail positioning
B) Assortment
C) Merchandise categories
D) Customer communities
E) Value proposition

Question 68

The single most critical decision in store retailing is the _______________ of the store.

A) Physical Size
B) Decoration
C) Physical location
D) Layout
E) None of the above

Question 69

________________ offers even the smallest entrepreneur the opportunity to open a shop on the Internet.

A) Direct selling
B) Television home shopping
C) Vending machine retailing
D) Catalog retailing
E) Electronic retailing

Question 70

______________________ are products created,manufactured,and marketed by a company and sold to retailers around the country and the world.

A) Merchandising categories
B) Co-products
C) Giffen goods
D) National brands
E) Private-label brands

Question 71

______________ is/are an assortment of items considered substitutes for each other.

A) Merchandising categories
B) National brands
C) Private-label brands
D) Product mix
E) Inventory

Question 72

All of the following are true about a private-label brand EXCEPT:

A) Private label brands are also known as house brands
B) The manufacturer of a private-label brand is not identified
C) The design and characteristics of the product are decided by the manufacturer
D) Retailers set design and product characteristics
E) The retailer accepts full responsibility for distribution and marketing of the product.

Question 73

Some disadvantages associated with electronic retailing include __________________.

A) Easier for customers to walk away
B) Reduced ability to sell features and benefits
C) Security of personal data
D) All of the above
E) None of the above

Question 74

Retailers identify ______________ using a variety of characteristics such as geographic location,demographics,lifestyle,product benefits,or buying situation.

A) Customer communities
B) Retail target markets
C) Market makers
D) A & C
E) A, B & C

Question 75

Once a(n)______ strategy is in place,the retailer spends less on marketing communications and advertising.

A) Every day low pricing (EDLP)
B) High/low pricing
C) Market penetration
D) Intensive distribution
E) Market development

Question 76

Creamy Cones manufactures prepackaged ice cream cones.It creates the cones,makes the cones,distributes the cones,and markets the cones around the country.Creamy Cones is a ________________.

A) National brand
B) Private-label brand
C) Specialty brand
D) Low-cost brand
E) House brand

Question 77

______________ reinforce the benefits of purchasing at the retailer and reward consumers for being loyal.

A) Market makers
B) Customer communities
C) Loyalty programs
D) A & B
E) A & C

Question 78

Which of the following is NOT necessarily true about a national brand?

A) The manufacturer of a national brand develops the product
B) The manufacturer of a national brand produces the product
C) The manufacturer of a national brand carries out the marketing and advertising of the product
D) The manufacturer of a national brand sells the product to the end users
E) The manufacturer of a national brand sells the product to retailers around the country

Question 79

Montgomery shops at Mango Nation,a high-end clothing store.This week she received two discount cards in the mail,one for shoes and the other for clothing.The cards indicate that Montgomery participates in ____________________.

A) Customer communities
B) Loyalty programs
C) Online sales groups
D) Focus groups
E) None of the above

Question 80

Sites such as Lendingtree.com are considered ________________ which bring buyers and sellers together and facilitate the exchange of products and services.

A) Market makers
B) Discussion forum
C) Social networking sites
D) Online groups
E) Blogging sites