978-1260100044 Test Bank Chapter 17 Part 3

17-33

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Moderate

Gradable: automatic

Learning Objective: 17-04 Summarize the in-store and online influences on brand choice.

Topic: The Nature of Unplanned Purchases

81. Unplanned purchases are further subdivided into which two categories?

A. primary and secondary

B. direct and indirect

C. reminder and impulse

D. generally planned and substitute

E. latent and manifest

82. Which of the following shelf-based point-of-purchase materials provide the maximum lift in sales?

A. coupon dispensers

B. retail price promo signs

C. shelf talker, dangler, etc.

D. inflatable (mobile)

E. shelf talker, dangler, etc. and inflatable (mobile)

83. A retailer being temporarily out of a particular brand is called

A. whiteouts.

B. blackouts.

C. stockouts.

D. shortage.

E. shrinkage.

84. Which of the following is an ambient condition related to store atmosphere?

A. customer characteristics

B. symbols

C. layout

D. temperature

E. furnishings

85. Consumers shop online for different reasons than they shop using catalogs.

86. Online retailing represents the majority of all retail sales in the United States.

87. Preference to see the product in person is one of the major reasons given for not buying online.

88. For many people in-store shopping is perceived as neither fun nor an efficient use of time.

89. Online marketers of apparel will never be able to overcome the lack of “touch” issue with consumers and as a

consequence, apparel is having little sales success online.

90. Omni-channel shoppers often browse/search in one channel and use that information to make a purchase in

another channel.

91. Omni-channel shoppers generally spend less money than single-channel shoppers.

92. Brand image and store image are similar concepts.

93. Sales of additional items to customers who come to purchase an advertised item are referred to as spillover sales.

94. Studies continue to show that price is frequently the prime reason consumers select a retail outlet.

95. Perceived risk is considered a consumer characteristic as well as a product characteristic.

96. Practice Players are motivated by their desire to have a fast, easy, and convenient shopping experience.

97. Most purchases in supermarkets are planned.

98. Unplanned purchases can be further subdivided into substitute and impulse purchases.

99. Sales increases generated by the addition of various types of P-O-P materials in supermarkets are called “lift.”

100. One source of sales increases in response to price reductions comes from consumer stockpiling.

101. A major component of store atmosphere is the number, characteristic, and behavior of other customers.

102. Physical conditions of store atmosphere include layout, equipment, colors, furnishings, and space.

103. A recent study found that the number one reason consumers abandoned their online shopping carts was due to

changing their mind.

104. Recent research finds that roughly 20 percent of online consumers abandon their shopping carts without

making a purchase.

Essay Questions

105. Name and describe three of the shopping orientations.

Explanation:

Research has uncovered six shopping orientations, and students can discuss any three:

Orientation

Percent

Characteristics

Bargain

Hunter

22%

These “precision shoppers” stick to a strict budget and often put their family’s needs ahead

of their own.

Knowledge

Seeker

21

These “ratings and review junkies” do their homework online before making a purchase,

and may or may not buy it in store.

Practical

Player

17

These “no-nonsense shoppers” tend to buy the basics, keep within their means, and want a

fast, easy, and convenient shopping experience.

Store

Reassurer

16

These consumers prefers to shop at a store rather than online. They can touch and feel the

product and be more confident they are buying the right thing.

Brand Desirer

16

These shoppers choose brands that reflect their status and values, and like to buy the very

latest, often being the first to discover and try new things. Quality is a priority over price

for this group.

Mobile

Warrior

9

For these consumers, the smartphone is the most important weapon in their shopping

arsenal, whether it’s used to store coupons, research alternative products, or make

purchases.

106. Define online retailer image, and discuss four of the several dimensions of online retailer image.

Explanation:

A given consumer’s or target market’s perception of all of the attributes associated with an online outlet is generally

referred to as an online retailer image. A recent study found seven dimensions and related components and students

can discuss any four.

107. Define store image, and discuss five of the several dimensions of store image.

Explanation:

A given consumer’s or target market’s perception of all the attributes associated with a retail outlet is generally

referred to as the store image. One study found the following nine dimensions and components of these dimensions

of store image, and students can discuss any five:

108. Stacy owns a retail store specializing in home decor products. She is considering using price advertising but is

not sure what she needs to consider before doing so. She knows you are a marketing major and has asked for your

advice. Discuss three decisions she needs to consider when using price advertising.

Explanation:

Retailers face three decisions when they consider using price advertising:

109. Jacqueline went to Walgreens to purchase some cold medicine, but the brand she wanted was not on the shelf.

There was an empty space on the shelf where it should have been. Explain the variable that most likely will

influence Jacqueline’s brand decision right now and the impact of this situation.

Chapter 17 Test Bank Summary