111) How does a retail distribution center supporting a store channel most obviously differ from
one supporting an Internet channel?
A) in use of SKU identification
B) in quantity of items shipped
C) in speed of order fulfillment
D) in quality of tracking mechanisms
E) in use of CRM technology
112) Customers interacting with omnichannel retailers most desire a(n) ________ experience.
A) unique
B) speedy
C) distinctive
D) inexpensive
E) seamless
113) When a manufacturer chooses one or more retailing partners, the overriding consideration
must be
A) if customers can participate in mobile commerce.
B) the retailers’ customary distribution intensity.
C) the satisfaction of the retailing partners.
D) the greatest possible customer convenience and satisfaction.
E) the overall cost to the manufacturer.
114) Annabeth is looking for a Michael Kors chronograph watch, and assumes she can view and
try them on at Macy’s. She makes a special trip to the store to look at the watches, and selects the
style she likes best. Which aspect of choosing a retail partner allowed Annabeth to confidently
shop for this item at a particular store?
A) channel structure
B) customer expectations
C) channel characteristics
D) distribution intensity
E) vertical integration of channel
115) Amber has developed a line of organic lotions and handmade soaps with unique, herb-based
scents and a touch of bee balm. She plans to sell these products to the wealthy residents of a
nearby resort town. Which level of distribution intensity is probably best for this product?
A) intensive
B) exclusive
C) selective
D) collective
E) variable
116) A customer who is shopping for fashionable but relatively low-cost merchandise in a
pleasant environment is shopping at a(n)
A) specialty store.
B) extreme value retailer.
C) full-line discount store.
D) department store.
E) convenience store.
117) 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?
118) How has the relationship between manufacturers and retailers changed?
119) Brandon has developed a line of clothing accessories and has lined up the production and
financing. Next, he is preparing to reach out to the ultimate customer. He has spoken to several
stores that have agreed to carry these products, and he has narrowed his options to specialty and
department stores. What factors must Brandon now address?
120) How can the size of a company affect the choice of marketing channels?
121) Name three kinds of food retailers and five kind of general merchandise retailers.
122) Conventional supermarkets still sell a majority of food merchandise, but they are under
substantial competitive pressures. Who are the emerging competitors and what can they offer
customers that conventional supermarkets do not?
123) Convenience stores are said to be the modern version of the mom-and-pop grocery or
general stores. Those mom-and-pop stores are no longer around. If convenience stores want to
thrive, what must they do to provide value to customers?
124) 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.
125) If you were a marketer who wanted to sell your product to very specific segments, what
kind of general merchandise retailer would you select? Why would this be an advantage?
126) What is unique about drugstores as a general merchandise retailer? What competitive
pressures could limit growth in sales and profits?
127) Describe an extreme-value retailer. Who is their target customer and what does this
customer seek?
128) From the consumer’s perspective, what is the major drawback associated with off-price
retailers?
129) Belinda is opening an upscale outdoor cooking equipment store. No other store in her
market area carries similar items. Belinda is counting on her product line differentiation to
distinguish her business from the competition. What problem might Belinda encounter?
130) Belinda is opening an upscale outdoor cooking equipment store. If she wants to
differentiate her store from competitors based on product offerings, what will she likely need to
do?
131) What is the goal of newspaper, magazine, and television advertising for brick-and-mortar
retailers?
132) Violet is converting an empty warehouse into an upscale designer clothing store. What
recommendations regarding promotion and the overall retail environment would you make to
Violet?
133) 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?
134) The regional manager for your furniture store announces a goal of increasing the company’s
share of wallet by 10 percent. What does the manager mean?
135) In what type of retail situation would the old cliché “location, location, location” be true?
136) You are a marketer working for a firm that manufactures a wide range of products. Many of
your traditional retail outlets are cutting back on the number of products they stock in a store,
and you are receiving complaints from customers who cannot find their favorite products. Your
firm has developed an efficient operation that makes it possible to continue to expand the
number of items you can offer customers. Which channel should be your focus, and why?
137) Omnichannel retailing has many potential advantages, but it also has challenges. What are
they?
138) Although customers expect across-the-board pricing consistency, why might a retailer use a
variety of pricing strategies?
139) What is the difference between exclusive distribution and selective distribution?