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54.
Harriet is very frugal, so she regularly combs the grocery ads looking for bargains. Usually
she'll go to a particular store just to buy an advertised item, but sometimes she purchases
other items that were not advertised as well. The purchase of the unadvertised items
represent which type of sales?
55.
Which of the following is NOT a key decision for retailers considering price advertising?
56.
A price with which other prices are compared is known as a(n) _____.
57.
When a retailer represents a price as "regularly $15.99, now $9.99," the $15.99 is called the
_____.
58.
Leslie loves to shop at T.J. Maxx and feels she is saving a lot of money because the price tags
usually have the manufacturer's suggested retail price (MSRP) listed and crossed off and the
T.J. Maxx price below much lower. The MSRP is being used as a _____.
59.
Which of the following are types of reference prices?
60.
Which type of reference price is presented by a marketer for the consumer to use to compare
with the current price?
61.
Todd owns a discount sporting goods store, and several of the items in his store have a
manufacturer's suggested retail price (MSRP) above Todd's lower price. Todd is using the
MSRP as a(n) _____.
62.
Which type of reference price or price range does a consumer retrieve from memory to
compare with a price in the market?
63.
Neil is considering the purchase of a 4-wheel ATV. He visited a distributor to look at different
models, and when he looked at prices, he compared them with a price his brother told him he
paid for an ATV. The price Neil retrieves from memory is known as a(n) _____.
64.
A $10 savings on a $200 item should _____.
65.
All other things being equal, consumers tend to prefer _____.
66.
The retail attraction model is also called the _____.
67.
Which model is used to calculate the level of store attraction based on store size and distance
from the consumer?
68.
Jim is trying to determine the level of his store's attraction by using the square footage as a
measure of breadth of merchandise and the distance to the store from different geographic
areas. Which model is he using?
69.
For which product are consumers more willing to travel longer distances to shop for?
70.
The purchase of products involves the risk that they may not perform as expected, causing
which of the following to be high?
71.
Which of the following is NOT a type of cost associated with perceived risk?
72.
Tylenol, which is an analgesic known as acetaminophen, warns in some of its advertising that
consumers should read labels carefully because several other types of medications include
acetaminophen (e.g., Tylenol Sinus) and consumers could overdose on this medicine and
potentially suffer liver damage. Which type of cost is associated with this risk?
73.
Lori purchased new tires for her car, and she can bring it back every 5,000 miles to have the
tires rotated free of charge. However, Lori doesn't do it because that would require that she
take her car to the shop and either leave it and have someone get her and take her back later
or sit and wait for the tires to be rotated. Which type of cost does this represent?
74.
Purchase of which product typically represents low social risk and low economic risk for
consumers?
75.
A shopping style that puts particular emphasis on certain activities or shopping motivations is
called a _____.
76.
Which of the following is a segment of consumers indifferent to shopping?
77.
Thelma and Louise look forward to Saturday morning when they can drive to their local diner
and have breakfast. They laugh at people who spend their weekends at the mall shopping. To
which shopping orientation do Thelma and Louise belong?
78.
Which of the following is a description of the shopping orientation known as Enthusiastic
Shoppers?
79.
Which of the following is a variable that influences brand decisions inside a retail outlet?
80.
Purchases made in a retail outlet that are different from those the consumer planned to make
prior to entering that retail outlet are called _____.
81.
Unplanned purchases are further subdivided into which two categories?
82.
Which of the following shelf-based point-of-purchase materials provide the maximum lift in
sales?
83.
A retailer being temporarily out of a particular brand is called _____.
84.
Which of the following is an ambient condition related to store atmosphere?
True / False Questions
85.
Consumers shop online for different reasons than they shop using catalogs.
86.
Catalogs have appeared to suffer due to the growth of the Internet.
87.
Concern regarding credit card security is one of the major reasons given among those who
are online but have never made a purchase 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.
Multi-channel shoppers often browse/search in one channel and use that information to make
a purchase in another channel.
91.
Multi-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
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.
Bargain Seekers are motivated by their perceived role as a shopper who gets good deals and
lower prices.
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 segments identified by Experian.
106.
Define "online retailer image," and discuss four of the several dimensions of online retailer
image.
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.
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.
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.
