Name:
Class:
Date:
chapter 14
Page 38
sold only through catalogs. Later, they were available through the company on its Internet website. In the past few years,
Lands’ End has partnered with Sears to offer selected Lands’ End products inside of Sears retail stores. This move by
Lands’ End has been criticized by some marketers because it was thought that the Lands’ End products were superior in
quality to those that are available in Sears stores. Additionally, the products available in Sears stores include Craftsman
tools, lawn care equipment, and household appliances, which are not Lands’ End types of product lines. This may create
mixed messages about Lands’ End to prospective customers.
236. Refer to Scenario 14.2. In comparison to Lands’ End, Sears has a product mix that is most likely
a. wider but not deeper.
b. deeper but not wider.
c. wider and deeper.
d. narrower and deeper.
e. narrower, but not deeper.
Scenario 14.1
Use the following to answer the questions.
Landry Restaurants, Inc. owns a number of different franchised restaurants, including the Rain Forest Cafe and their
recent addition, the T-Rex Cafe. Both the Rain Forest and T-Rex restaurants differentiate themselves from their
competitors by offering a unique dining experience. At the Rain Forest Cafe you can dine under a ceiling of lush tropical
forest plants while you are viewing the enormous aquarium with exotic fish. Periodically, the rain forest explodes with the
sound of waterfalls and birds. Giant stuffed monkeys, parrots, and other jungle creatures are planted within the landscape.
The Rain Forest Cafe also contains a gift shop, where customers can purchase t-shirts, hats, and other items emblazoned
with the Rain Forest logo. The newer T-Rex Cafe has a similar approach to the uniqueness of the dining experience. The
T-Rex Cafe offers guests a hands-on prehistoric experience, including educational, interactive computer screens.
Customers can also pan for precious gems and fossils in Discovery Creek or feast on food from the Kitchen of Fire. The
T-Rex Cafe also has a gift shop, where customers can purchase items with the T-Rex logo or build their very own stuffed
dinosaur, through “Build-a-Dino” by the “Build-a-Bear” franchise.
237. Refer to Scenario 14.1. The unique dining experiences offered by the Rain Forest Cafe and T-Rex Cafe represent the
strategic issue of ____ addressed by the restaurants.
a. retail location
b. product mix
c. retail positioning
d. the wheel of retailing
e. customer segmentation
238. By locating in the same general vicinity as other car dealerships, Hartfield Honda can
a. facilitate comparison shopping.
b. create form utility.
c. facilitate wholesale exchanges.
d. create possession utility.
e. create exchange utility.
239. A functional and psychological picture in the consumer’s mind of a retail store is called
a. retail positioning.
b. atmospherics.
c. store image.
d. interior location.
e. retail persona.
Name:
Class:
Date:
chapter 14
Page 39
240. A shopping center containing a Macy’s, Sears, and JC Penney as well as dozens of specialty shops, restaurants, and
entertainment is most likely a
a. regional shopping center.
b. neighborhood shopping center.
c. community shopping center.
d. complete business district.
e. lifestyle shopping center.
241. Intermediaries owned by manufacturers that sell products and provide support services to the manufacturers’ sales
forces are known as
a. manufacturers’ agents.
b. sales branches.
c. selling agents.
d. sales offices.
e. commission merchants.
242. Veronica Montez works for Bicardi at a location away from the manufacturing plants. She provides wholesale
services to wholesale and retail customers, but her facility does not carry inventory. Veronica works at a
a. sales branch.
b. manufacturers’ agency.
c. sales office.
d. retail outlet.
e. commission brokerage.
243. Laura goes to Walmart and buys some clothing, a DVD, and all the groceries she needs for her family. What type of
retailer is this particular Walmart?
a. Supermarket
b. Superstore
c. Hypermarket
d. Discount store
e. Department store
244. Brianna owns and operates a gift and interior store called The Gingerbread House. She works hard to put together
beautiful arrangements and displays throughout the store and always features a burning scented candle and light music.
She hopes these efforts will encourage her customers to buy more. Brianna is focusing on
a. atmospherics.
b. retail positioning.
c. location.
d. scrambled merchandising.
e. value-pricing.
245. What is a store’s image, and how does it affect retailing strategy decisions?
246. Why is a store’s location one of the most important strategic retailing decisions?
Name:
Class:
Date:
chapter 14
Page 40
247. What are the primary advantages and disadvantages of a franchise arrangement for a franchisee?
248. Discuss some of the functions that full-service wholesalers provide. How do these differ from those that limited-
service wholesalers provide?
249. Compare the services wholesalers provide for producers with the services they provide to retailers.
250. Discuss the advantages and disadvantages of catalog marketing.
251. In what ways do retailers add value to products?
252. Discuss the role of merchant wholesalers. When is a producer most likely to use them?
253. What role does wholesaling play in the marketing channel? Is this role necessary?
254. What wholesaling activities do selling agents and brokers perform?
255. What are the two categories of retail stores based on breadth of products offered, and what types of stores are in each
category?
256. Compare and contrast department stores and discount stores.
257. Identify and describe three kinds of specialty stores.
258. What are the three types of nonstore retailing, and what are some examples of each?
Name:
Class:
Date:
chapter 14
Page 41
Answer Key
Name:
Class:
Date:
chapter 14
Page 42
Name:
Class:
Date:
chapter 14
Page 43
Name:
Class:
Date:
chapter 14
Page 44
Name:
Class:
Date:
chapter 14
Page 45
Name:
Class:
Date:
chapter 14
Page 46
Name:
Class:
Date:
chapter 14
Page 47
Name:
Class:
Date:
chapter 14
Page 48
Name:
Class:
Date:
chapter 14
Page 49
Name:
Class:
Date:
chapter 14
Page 50
Name:
Class:
Date:
chapter 14
Page 51
Name:
Class:
Date:
chapter 14
Page 52
Name:
Class:
Date:
chapter 14
Page 53
Name:
Class:
Date:
chapter 14
Page 54