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171. 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.
172. Scenario 15.1
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.
Refer to Scenario 15.1. 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
173. Scenario 15.1
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.
Refer to Scenario 15.1. The lush tropical plants and aquarium represent the ____ of the Rain Forest Cafe.
a.
product lines
b.
retail positioning
c.
scrambled merchandising
d.
atmospherics
e.
category management
174. Scenario 15.1
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.
Refer to Scenario 15.1. The Rain Forest Cafe and T-Rex Cafe are usually located in tourist-dense areas or large shopping
malls in order to capture walk-by traffic. If the restaurants' primary focus was to obtain customers who are walking by,
they would definitely not want which of the following locations?
a.
strip centers
b.
free-standing buildings
c.
regional shopping centers
d.
the Mall of America
e.
a traditional business district
175. Scenario 15.2
Use the following to answer the questions.
Lands' End offers clothing and accessories for all members of the typical household. For many years, the products were
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.
Refer to Scenario 15.2. When Lands' End sells its products through a catalog or the Internet, it is most likely a(an) ____,
selling through ____.
a.
off-price retailer; direct marketing
b.
mass merchandiser; retail outlets
c.
retailer; direct marketing
d.
specialty retailer; retail outlets
e.
category killer; direct marketing
176. Scenario 15.2
Use the following to answer the questions.
Lands' End offers clothing and accessories for all members of the typical household. For many years, the products were
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.
Refer to Scenario 15.2. 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.
177. Scenario 15.2
Use the following to answer the questions.
Lands' End offers clothing and accessories for all members of the typical household. For many years, the products were
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.
Refer to Scenario 15.2. The move to sell Land's End products inside of Sears' stores may lead to potential problems with
the customer's perception of Lands' End quality, in part due to the functional and psychological picture in the consumer's
mind of Sears' stores. This picture is called the ____ of Sears.
a.
store location
b.
atmospherics
c.
product depth
d.
store image
e.
interior persona
178. Scenario 15.2
Use the following to answer the questions.
Lands' End offers clothing and accessories for all members of the typical household. For many years, the products were
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.
Refer to Scenario 15.2. By locating in the Sears' stores, Lands' End can do all of the following, except
a.
facilitate comparison shopping.
b.
facilitate wholesale exchanges.
c.
create place utility.
d.
create time utility.
e.
facilitate consumer exchanges.
179. Retailers form an important link in the marketing channel because they are both marketers and customers.
a.
True
b.
False
180. Retailing includes all transactions in which the buyer intends to consume the product through personal, family, or
household use.
a.
True
b.
False
181. Retailing is the final part of the marketing process in which exchanges are entered into for personal, family, or
household purposes.
a.
True
b.
False
182. New store formats and technological advances are making the retail environment highly dynamic and competitive.
a.
True
b.
False
183. Department stores are characterized by wide product mixes.
a.
True
b.
False
184. Most department stores are shopping stores.
a.
True
b.
False
185. Appliances are an example of a major product line commonly carried by discount stores.
a.
True
b.
False
186. Discount stores are distinctive in that they usually are very service-oriented.
a.
True
b.
False
187. The primary product offered by the department stores is convenience.
a.
True
b.
False
188. Supermarkets specialize in selling shopping products.
a.
True
b.
False
189. Warehouse clubs are able to offer a broad range of merchandise because their product lines are shallow and their
sales volumes high.
a.
True
b.
False
190. Warehouse showrooms are able to sell products at low prices by passing some of their marketing functions on to
consumers.
a.
True
b.
False
191. Specialty retailers carry a broad product mix with deep product lines.
a.
True
b.
False
192. Specialty retailing is a form of selling by description in that buyers usually do not see the actual product until it
arrives.
a.
True
b.
False
193. Off-price retailers seek to attract relatively affluent consumers who are price-conscious and knowledgeable about
brand names.
a.
True
b.
False
194. Some purchasing by consumers is an end in itself—for example, when it is done to escape boredom.
a.
True
b.
False
195. The coordination of selling efforts within a community shopping center is usually minimal.
a.
True
b.
False
196. Factory outlet stores exist to compete with traditional retailers.
a.
True
b.
False
197. Most factory outlet shopping centers seek to locate in prime retail, metropolitan areas.
a.
True
b.
False
198. Store atmospherics are used to create emotional effects that enhance the probability of purchasing.
a.
True
b.
False
199. A retail store usually can position its image so that it is universally acceptable to all market segments.
a.
True
b.
False
200. Exterior atmospheric elements include the appearance of the storefront, display windows, store entrance, and amount
of traffic congestion.
a.
True
b.
False
201. Direct marketing is the selling of products outside the confines of a retail facility.
a.
True
b.
False
202. Direct-response marketing is the performance of marketing-related activities by telephone.
a.
True
b.
False
203. Telemarketing is often combined with other marketing efforts.
a.
True
b.
False
204. An example of a nonstore retailer is a vending machine.
a.
True
b.
False
205. Direct selling is a type of specialty retailing.
a.
True
b.
False
206. Direct selling is the most expensive form of retailing.
a.
True
b.
False
207. A franchise is an arrangement in which a supplier grants dealers the right to sell products in exchange for some type
of consideration.
a.
True
b.
False
208. Franchised outlets are generally less successful than independently owned businesses.
a.
True
b.
False
209. The primary advantage of franchising is the complete control the franchisee has over the business.
a.
True
b.
False
210. Within the same franchising organization, all franchisees pay the same amount for the same services.
a.
True
b.
False
