67. The kinds of products being sold and the availability of public transportation are both factors that influence a
retailer’s decision about _____.
a. store atmosphere
b. store location
c. retail positioning
d. store image
e. the wheel of retailing
68. Alex is preparing a new strategic plan for a large retailer. Several aspects of the retailer are to be evaluated in
order to make plans and set goals. Of all the issues that Alex can select in developing the new strategic plan, which
of the following is the least flexible?
a. Store atmosphere
b. Scrambled merchandising
c. Retail positioning
d. Store image
e. Retail store location
Chapter 14 – Retailing, Direct Marketing, and Wholesaling
69. Location is important to a retailer because:
a. suppliers charge more to service stores in certain trading areas.
b. a desirable location appeals to consumers’ emotions.
c. location is the major determinant of store image which attracts a certain category of consumers.
d. location determines the trading area from which a store must draw its customers.
e. convenient location is an essential customer service element.
70. Ariana is planning to open an upscale dress boutique. She is evaluating ease of movement to and from sites,
vehicular traffic, types of stores in the area, and transportation networks. At the moment, which of the following
strategic retailing issues is Ariana concerned with?
a. Store location
b. Production depth
c. Product mix
d. Scrambled merchandising
e. Retail positioning
Chapter 14 – Retailing, Direct Marketing, and Wholesaling
71. Greg chooses to have his hunting equipment store in a location away from the main part of town so that he can
have a large parking lot and an outdoor range for customers to test out his merchandise. Greg’s store is:
a. in a traditional business district.
b. a rural shopping center.
c. in a neighborhood shopping center.
d. a non-traditional shopping center.
e. a freestanding structure.
72. Colin brags to his friend Reid that his new bike shop has lots of parking and great visibility from Harper Avenue,
and his nearest business neighbors are several hundred feet away. Colin has selected a _____ site for his retail
business.
a. freestanding
b. traditional business district
c. neighborhood shopping center
d. community shopping center
e. regional shopping center
Chapter 14 – Retailing, Direct Marketing, and Wholesaling
73. Which of the following represents the different types of shopping centers that exist?
a. Neighborhood, regional, superregional, power, and strip malls
b. Community, rural, urban, and traditional business districts
c. Outlet, power, lifestyle, superregional, regional, neighborhood, and community
d. Outlet malls, lifestyle, strip malls, and shopping malls
e. Freestanding, convenience, traditional, and regional
74. Which of the following types of shopping centers usually consists of several small convenience and specialty
stores?
a. Specialty
b. Regional
c. Neighborhood
d. Convenience
e. Community
Chapter 14 – Retailing, Direct Marketing, and Wholesaling
75. In Cara’s hometown, there is a mall with a small Sears store, a Macy’s department store, a couple of fast food
restaurants, a few specialty shops, and some convenience stores. The mall features seasonal sidewalks sales and
boat shows. This mall is most likely a _____ shopping center.
a. neighborhood
b. national
c. regional
d. community
e. city
76. Hickory Village Shopping Center has two department stores and some specialty and convenience stores. It serves
a large geographic area and holds special events to stimulate consumer traffic. Hickory is a _____ shopping
center.
a. community
b. regional
c. nontraditional
d. neighborhood
e. power
Chapter 14 – Retailing, Direct Marketing, and Wholesaling
77. The target market of a regional shopping center typically includes at least _____ people.
a. 25,000
b. 50,000
c. 100,000
d. 150,000
e. 250,000
78. Dawn is concerned that there are not enough buyers in Centerville to support her Quilts Unlimited store. Her
business adviser suggests that she should not limit her promotion to the Centerville population but also consider out
shoppers. This approach is most likely to work if her store is located in a:
a. freestanding location.
b. traditional business district.
c. strip center.
d. community shopping center.
e. regional shopping center.
Chapter 14 – Retailing, Direct Marketing, and Wholesaling
79. A shopping center containing a Macy’s, Sears, and J.C. Penney as well as dozens of specialty shops, restaurants,
and entertainment is most likely a:
a. superregional shopping center.
b. neighborhood shopping center.
c. community shopping center.
d. complete business district.
e. lifestyle shopping center.
80. Which of the following offers the widest product mixes and the deepest product lines?
a. Category killer
b. Outlet mall
c. Traditional business district
d. Community shopping center
e. Superregional shopping center
Chapter 14 – Retailing, Direct Marketing, and Wholesaling
81. Which of the following may include special attractions such as amusement parks or skating rinks?
a. Convenience shopping centers
b. Neighborhood shopping centers
c. Community shopping centers
d. Regional shopping centers
e. Superregional shopping centers
82. An open-air shopping center that features upscale specialty, dining, and entertainment stores, usually owned by
national chains, is generally called a(n):
a. regional shopping center.
b. neighborhood shopping center.
c. community shopping center.
d. lifestyle shopping center.
e. outlet shopping center.
Chapter 14 – Retailing, Direct Marketing, and Wholesaling
83. An example of an emerging type of power shopping center might contain:
a. J.C. Penney, Sears, some specialty shops, McDonald’s, and Dairy Queen.
b. Michael’s, Office Depot, T.J. Maxx, and Circuit City.
c. Liz Claiborne, Van Heusen, Corning Ware, and Mikasa outlets.
d. Safeway, CVS, and Subway.
e. a Supercenter Walmart.
84. A shopping center that contains stores owned by manufacturers who make a special effort not to conflict with
traditional retailers is a(n) _____.
a. strip mall
b. neighborhood shopping center
c. off-price mall
d. manufacturer shopping center
e. factory outlet mall
Chapter 14 – Retailing, Direct Marketing, and Wholesaling
85. _____ have been successful because consumers are willing to drive significant distances to save money buying
manufacturers’ closeouts and irregulars.
a. Off-price shopping centers
b. Outlet shopping centers
c. Regional shopping centers
d. Upscale shopping centers
e. Specialty shopping centers
86. Identifying an unserved or underserved market segment and serving it through a strategy that distinguishes a
retailer in the mind of a consumer is called _____.
a. the marketing concept
b. the wheel of retailing
c. retail positioning
d. targeted retailing
e. scrambled merchandising
Chapter 14 – Retailing, Direct Marketing, and Wholesaling
87. Josh tells the loan officer at First Bank and Trust that Clarksville really needs a store that offers high-quality fishing
gear to enthusiasts and provides the service and advice that many people want. No other store in the area seems to
provide this combination. Josh is trying to use _____ to support his request for a loan to start such a retail
operation.
a. scrambled merchandising
b. location analysis
c. the wheel of retailing
d. product mix width
e. retail positioning
88. Norah operates an upscale shop that does both pet grooming and human manicures and pedicures. She is reaching
a market segment with people who place great value on their dogs and are concerned with their own appearance,
yet pressed for time. No other businesses meet the needs of these consumers. Which strategic issue in retailing
does Norah appear to have addressed?
a. Store image
b. Location
c. The wheel of retailing
d. Retail positioning
e. Scrambled merchandising
Chapter 14 – Retailing, Direct Marketing, and Wholesaling
89. 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
90. Exterior and interior characteristics such as layout, displays, color, and lighting are all elements of a store’s _____.
a. services
b. atmospherics
c. location
d. specialty
e. quality
Chapter 14 – Retailing, Direct Marketing, and Wholesaling
91. A functional and psychological picture in a consumer’s mind of a retail store is called:
a. retail positioning.
b. store quality.
c. store image.
d. interior location.
e. retail persona.
92. Which of the following retail stores invests the most in atmospherics?
a. Target
b. Sears
c. Neiman Marcus
d. Macy’s
e. Dick’sSportingGoods
Chapter 14 – Retailing, Direct Marketing, and Wholesaling
93. A retail strategy of managing groups of similar, often substitutable products produced by different manufacturers is
called _____.
a. category management
b. scrambled merchandising
c. line extensions
d. aggregate management
e. wheel of retailing
94. The use of telephone and other nonpersonal media to introduce products to consumers, who then can purchase the
products through mail, telephone, or the Internet, is known as _____.
a. direct marketing
b. wholesaling
c. remote purchasing
d. automatic vending
e. direct selling
Chapter 14 – Retailing, Direct Marketing, and Wholesaling
95. The selling of merchandise outside the confines of actual retail facilities is generally called _____.
a. nonstore retailing
b. loyalty marketing
c. persuasive selling
d. flash retailing
e. store-front sales.
96. The three major types of nonstore retailing are:
a. direct marketing, direct selling, and automatic vending.
b. direct selling, automatic vending, and catalog retailing.
c. direct marketing, direct selling, and mail-order.
d. automatic vending, direct selling, and telemarketing.
e. telemarketing, door-to-door sales, and mail-order.
Chapter 14 – Retailing, Direct Marketing, and Wholesaling
97. Lucas is planning a distribution strategy for his business. He is considering using direct marketing, direct selling, and
automatic vending which are all examples of _____ retailing.
a. off-premise
b. portfolio
c. nonstore
d. off-price
e. direct
98. Chadwick’s sends its customers booklets containing its product offerings and allows them to place orders on
telephone, through mail, or online. Chadwick’s is primarily a(n) _____.
a. online retailer
b. direct seller
c. catalog marketer
d. direct-response marketer
e. specialty retailer
Chapter 14 – Retailing, Direct Marketing, and Wholesaling
99. Which of the following types of retailing began with Montgomery Ward in the late 1800s?
a. Catalog marketing
b. Department stores
c. Direct selling
d. Discount retailing
e. Franchising
100. All of the following are types of direct marketing except:
a. catalog marketing.
b. direct-response marketing.
c. direct selling.
d. television home shopping.
e. online retailing.
Chapter 14 – Retailing, Direct Marketing, and Wholesaling
101. When a retailer advertises a product and makes it available for purchase through telephone or mail orders, the
retailer is using _____.
a. direct selling
b. television home shopping
c. telemarketing
d. automatic vending
e. direct-response marketing
102. Advo Systems is an organization that mails product brochures and coupons to potential consumers who can then
purchase these products by mail or by phone. Which of the following methods of selling retail products is illustrated
by Advo Systems?
a. Direct-response marketing
b. Party plan
c. Telemarketing
d. Specialty retailing
e. Direct selling
Chapter 14 – Retailing, Direct Marketing, and Wholesaling
103. In order to justify direct-response marketing, a product really needs to be priced above _____.
a. $50
b. $10
c. $5
d. $20
e. $100
104. In the Sunday paper, Caitlin sees a flyer for a collector’s edition nativity set that is available to purchase by filling
out and mailing in a form or by calling a 1-800 number. This is an example of:
a. telemarketing.
b. direct-response marketing.
c. television home shopping.
d. direct selling.
e. catalog marketing.
Chapter 14 – Retailing, Direct Marketing, and Wholesaling
105. Sophia is the new marketing manager for a new line of laptop, MP3, and smartphone accessories made by the
company, Skull Candy. These accessories are trendy, colorful, and more expensive than others on the market.
After considering the target market for the products, Sophia has decided not to use marketing-related activities
conducted through telemarketing, and instead use vending, a type of _____.
a. e-marketing
b. direct-response marketing
c. nonstore retailing
d. online retailing
e. specialty marketing
106. When products are presented to television viewers, who can purchase them by calling a toll-free number and
paying with a credit card, _____ is being used.
a. telemarketing
b. catalog marketing
c. direct-response marketing
d. e-marketing
e. television home shopping
Chapter 14 – Retailing, Direct Marketing, and Wholesaling