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72. Retailers use __________ to communicate with or sell to consumers through wireless handheld devices.
73. Kim wants to maximize sales to the customers who walk into her store. Of the following, Kim will most likely focus on
74. __________ are subtle forms of promotion that facilitate shopping.
75. Retailers’ coupons, rebates, and online discounts are types of
76. Unusual and exciting displays like Bass Pro Shops’ climbing wall and stocked aquarium are examples of
77. Many retail golf stores have driving ranges, some with backdrops showing famous golf courses. These driving ranges allow
78. Henri wants customers in his specialty tobacco store to feel at home, as if they were in their personal smoking den. He uses lighting, music, and soft
chairs to create a “look and feel” that will get customers to relax and return. Henri is focusing on which aspect of the marketing mix?
79. Retailers in expensive resort areas often find it difficult to hire quality salespeople. In a situation like this, retailers should consider augmenting or
even replacing the sales and customer service functions with
80. Personal selling is particularly important for retailers selling
81. Which of the following retail stores would emphasize personal selling the most as part of the firm’s promotional efforts?
82. The knowledge retailers can gain from their store personnel and customer relationship management databases is valuable for developing
83. Retailers can gain valuable knowledge about their customers from the transaction process and from
84. Traditionally, retailers treated all their customers ________, but today, successful retailers
85. The percentage of a customer’s purchases made from a particular retailer is referred to as
86. Benton manages a building supply company. He wants to invite 20 of his most valuable building-contractor customers to a golf outing and party.
Benton will likely use the firm’s ___________ to identify these customers.
87. Internet buyers are sometimes surprised to see online retailers using information about their past purchases to customize promotions targeted to
88. Omnichannel retailers use consumer information collected from the customers’ Internet browsing and buying behavior to send dedicated e-mails to
customers promoting specific products or services in an effort to
89. Jordan directs her salespeople to increase the company’s share of wallet. Jordan is directing her salespeople to
90. For retailers, when making decisions regarding place, a key ingredient to success is
91. As the old cliché claims, the three most important things in retailing are
92. Because many consumers choose stores based on proximity to their workplaces or homes, great locations are
93. While it is relatively easy to offer customers Internet options like a FAQ page and an e-mail address to answer questions, some companies are using
an interactive approach to address customers’ questions while they are visiting the websites. These firms are using ___________ to provide the
customer with enhanced customer service.
94. Andy purchased a number of books from Amazon.com, and he learned to trust the recommendations made to him. More than once he was pleasantly
surprised at the books and authors he discovered this way. In this case, Amazon.com was creating value for Andy through
95. Mira purchased some eyeliner from an Internet-based beauty supply house, and now she often receives online recommendations for other products
from the same cosmetics line. These recommendations were probably the result of
96. __________ is the term used to describe the situation when retailers use some combination of stores, catalogs, and the Internet to sell merchandise.
97. One of the greatest constraints faced by store-based retailers—and one that the Internet channel can address—is
98. In which of the following categories would a dry cleaning business be placed?
99. When a company offers consumers the ability to make purchases via a smartphone, this is known as
100. Chandra owns a pet sitting service. She recently paid a web developer to build a special version of his company website for use on smartphones.
Customers will now be able to easily place orders for pet sitting on their cell phones. This is an example of
101. Johan owns an oil-change business called Oil Only. He changes oil in cars—and that is all he does. What kind of retail business is this?
102. Jenna has a large family and likes to stock up on large packs of basics like toilet paper, paper towels, and large bottles of condiments like ketchup.
Jenna would most likely prefer to shop for these items at a(n)
103. Bertone’s Office Supplies has decided to branch out from its existing stores. It plans to start sending out a catalog, and also to sell its products
online. Bertone’s is adopting
104. Bertone’s Office Supplies has large stores resembling warehouse environments, with racks stocked from floor to ceiling with different types of
office supplies. Its assortment of office supplies is the largest in town, and its prices are low. Bertone’s is a(n)
105. Carol’s Studio, located in a shopping mall, offers Zumba dance classes for all ages. Carol’s Studio is known as a(n)
106. Which type of store is small and offers a limited merchandise assortment at very low prices?
107. Coca-Cola wants its product available everywhere—grocery stores, convenience stores, restaurants, and vending machines. The more exposure the
products get, the more they sell. The company is employing a (an) ________ strategy.
108. Sophia could not afford expensive furnishings, but wanted a stylish home. After researching many options, she went to a local Target to purchase
the trendy lamps, pillows, and art featured on its ads and website. As a consumer, which retailing challenge was Sophia likely responding to?
109. As an omnichannel retailing operation matures, as in the case of Walmart, what tends to happen to its organizational structure?
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110. In omnichannel retailing, what visible element must often be adjusted because of competition faced in different channels?
111. How does a retail distribution center supporting a store channel most obviously differ from one supporting an Internet channel?
112. Customers interacting with omnichannel retailers most desire a(n) ________ experience.
113. When a manufacturer chooses one or more retailing partners, the overriding consideration must be
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?
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?
116. A customer who is shopping for fashionable but relatively low-cost merchandise in a pleasant environment is shopping at a(n)
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?
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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
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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?
Category # of Questions
AACSB: Analytical Thinking 99
AACSB: Knowledge Application 33
AACSB: Technology 7
Accessibility: Keyboard Navigation 116
Blooms: Analyze 1
Blooms: Apply 43
Blooms: Remember 37
Blooms: Understand 58
Difficulty: 1 Easy 37
Difficulty: 2 Medium 58
Difficulty: 3 Hard 44
Learning Objective: 17-01 Discuss the four factors manufacturers should consider as they develop their strategy for working with retailers. 20
Learning Objective: 17-02 Outline the considerations associated with choosing retail partners. 10
Learning Objective: 17-03 List the three levels of distribution intensity. 12
Learning Objective: 17-04 Describe the various types of retailers. 44
Learning Objective: 17-05 Describe the components of a retail strategy. 37
Learning Objective: 17-06 Identify the benefits and challenges of omnichannel retailing. 16
Topic: CRM 1
Topic: Define Personal Selling 2
Topic: Distribution Centers 1
Topic: Enhancing Customer Satisfaction 3
Topic: Levels of Distribution Intensity 12
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Topic: Marketing Channels 14
Topic: Marketing Metrics 5
Topic: Multichannel Retailing 20
Topic: Role of Promotion 7
Topic: Role of Retailers 62
Topic: Sales Promotions 1
Topic: The Four Ps 7
Topic: The Role of Advertising 2
Topic: Wholesaling 2