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Exam 16: Retailing and Omnichannel Marketing

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Question 51

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John used to work for a large, well-known retailer. He left that company to work for a much smaller company, and in doing so, he discovered that the channel functions were handled very differently in the smaller firm. Looking back at his experience, he noticed that larger firms

A) perform many different channel functions themselves.
B) have less control in the channel.
C) are generally less efficient.
D) spend more money wastefully.
E) use more independent salespeople.

F) B) and C)
G) A) and B)

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Question 52

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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?

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Question 53

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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?

Today, retailers like Walmart, Home Depot, and Kroger dictate to their suppliers all of the following except

The larger and more sophisticated the channel member, the more likely that it will use supply chain intermediaries.

Carol's Studio, located in a shopping mall, offers Zumba dance classes for all ages. Carol's Studio is known as a(n)

________ are combating competitive pressures by providing better value with private-label merchandise; adding new value-added services such as online ordering and delivery options; and providing a better shopping experience.

Wholesalers sell to all of the following except

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?

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 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?

Many retailers and some manufacturers use an omnichannel or multichannel strategy in which they sell in more than one channel, (e.g., store, catalog, Internet).

The key factor distinguishing retailers from other members of the supply chain is that

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

________ is the term used to describe the situation when retailers use some combination of stores, catalogs, and the Internet to sell merchandise.

Because of the way ________ buy merchandise, customers can never be confident that the same merchandise will be in stock each time they visit the store.

A(n) ________ distribution intensity helps a seller maintain a particular image and control the flow of merchandise into an area.

All of the following are included in the broad factors manufacturers must consider when establishing a strategy for getting their products into the hands of the ultimate customer except

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)

Paul's family has owned and operated a small chain of conventional supermarkets for many years. Competition from a variety of other kinds of retailers has adversely affected the business. To address the new competitive reality, Paul wants to apply what he recently learned as a marketing major and he has recommended that his family's business should

In omnichannel retailing, what visible element must often be adjusted because of competition faced in different channels?