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Exam 16: Retailing and Omnichannel Marketing

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Question 1

Multiple Choice

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Which type of store is small and offers a limited merchandise assortment at very low prices?

A) specialty stores
B) extreme-value retailers
C) outlet stores
D) limited assortment supermarkets
E) convenience stores

F) C) and D)
G) A) and C)

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Question 2

Multiple Choice

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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.

F) A) and E)
G) C) and E)

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Question 3

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How can the size of a company affect the choice of marketing channels?

As a type of retailer, category specialists offer

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?

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?

Omnichannel retailing has many potential advantages, but it also has challenges. What are they?

Johan owns an oil-change business called Oil Only. He changes oil in cars-and that is all he does. What kind of retail business is this?

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

One of the greatest constraints faced by store-based retailers-and one that the Internet channel can address-is

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

While it is relatively easy to offer customers Internet options like a 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.

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

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

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

All of the following are typical channels used by retailers except

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

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.

Customers interacting with omnichannel retailers most desire a(n) ________ experience.

Imagine you are shopping for a specific item (such as a sweater, a toaster, etc.). What type of general merchandise retailer will you first seek? Using a specific item, select one type of general retailer, and in broad terms, describe the breadth and depth of its merchandise, the level of anticipated customer service, and general pricing.