The basic distinction between advertising and publicity is that _____.
a. publicity only deals with print media
b. in publicity, the media are not paid
c. publicity is nonpersonal
d. publicity is regulated by the Robinson-Patman Act
Price discrimination is allowable under the Robinson-Patman Act if _____.
a. price differences can be justified by differences in costs
b. large retailers exert bargaining power
c. large retailers threaten to produce their own brand
d. products have different brand designations
A retailer seeks to expand the store experience to stimulate a customer’s senses, as well
as to entertain the shopper. This proactive approach to retail image is best described as
_____.
a. visual merchandising
b. enhanced retail imaging
c. atmospherics
d. experiential merchandising
A consultant found that an area’s economic base was heavily diversified with a mix of
different types of industrial employment sources. The consultant learned this from
_____.
a. Survey of Buying Power
b. Editor & Publisher Market Guide
c. Census of Population
d. Sales & Marketing Management
Expensive, complex goods or services with which consumers have had little or no
experience generally involve _____.
a. impulse purchases
b. extended decision making
c. limited decision making
d. routine decision making
A special type of combination store that integrates an economy supermarket with a
discount department store is a _____.
a. convenience store
b. supercenter
c. box (limited-line) store
d. warehouse store
Very large retail organizations are best able to use which type of person to conduct an
audit?
a. company department managers
b. consultants
c. outside auditors
d. company specialists
All of the elements in a retail offering that encourage or inhibit consumers during their
contact with a given retailer make up the _____.
a. total retail experience
b. retailing concept
c. marketing concept applied to retailing
d. customer service philosophy
The major difference between a true loss leader and bait-and-switch advertising is based
on _____.
a. the legality of the strategy
b. whether sufficient customer traffic is generated
c. whether the good or service is sold in sufficient quantities
d. whether other retailers are injured
Which of the following is not a characteristic of an infomercial?
a. a duration of under 5 minutes
b. a program-length commercial
c. use of fringe times
d. use of cable or broadcast television
A firm uses both direct selling, as well as department store formats to sell its cosmetic
products. This illustrates _____.
a. an independent vertical marketing system
b. a partially integrated vertical marketing system
c. a fully integrated vertical marketing system
d. multi-channel retailing
Inexpensive tools (such as application blanks) should be used in early personnel
screening stages, whereas more expensive tools (such as personal interviews) should be
used in later stages due to cost considerations.
Activities of government, business, and independent organizations that are designed to
protect individuals from practices that infringe on their rights as consumers comprise
social responsibility.
A major advantage to placing a large order is the savings on overall insurance costs.
A positioning map reveals consumers’ perceived store images for a retailer and its
competitors.
There are more families than households.
A 50 percent markup at retail is equivalent to a 100 percent markup at cost.