Deck 16: Point of Customer Interface: Bricks and Clicks

Question 1

Within a particular product category, the variety and assortment of products carried by retailers tends to be very similar.

Answer 1

False

Question 2

In-store retailing offers consumers the most payment options and is the only retailing format that easily accommodates cash payment.

Answer 2

True

Question 3

Customers are longer satisfied interacting with a company or product based primarily on visiting a retail store.

Answer 3

False

Question 4

While popular in Latin America, Asia, and Europe, the real success of direct selling is in United States.

Question 5

Event marketing, including the Thanksgiving and Christmas Day parades, is not considered a service offered by Macy's.

Question 6

One of the oldest forms of retailing, catalog retailing has started to lose in popularity as two-income households often do not like shopping from home.

Question 7

General merchandise retailers have become food retailers while conventional supermarkets still carry only food products.

Question 8

Consumers around the world want to purchase when they are ready and expect the product to be available on demand.

Question 9

The primary advantage of the television home shopping retail format is the ability to show and demonstrate the product.

Question 10

Companies create call centers around the world to handle regional customer traffic over the course of a 24-hour business cycle.

Question 11

Test-driving a car, trying on a sweater or dress, and watching a TV in the showroom are all examples of the single greatest benefit of store retailing, the ability to see, touch, and test the product.

Question 12

Despite profound changes, retail remains a small non-significant part of the supply chain and consumer marketing.

Question 13

National brands tend to be supported with excellent product design, support, and marketing communications by their manufacturers.

Question 14

While popular with consumers, vending machines are not particularly profitable.

Question 15

In evaluating a Web site, one of the key measures is its "stickiness," which refers to the length of time visitors remain at the site.

Question 16

A general rule in retailing is that broader, deeper product assortments and expanded service options require a higher price to cover increased costs.

Question 17

It is not common for multiple retailers to target the same group.

Question 18

The growth of low-cost alternatives to conventional supermarkets has created a dramatic shift in the food retail market space.

Question 19

From information search to purchase, the Internet gives consumers greater access to more choices and different product options.

Question 20

The Internet has decreased the efficiency of B2B relationships through B2B sites that facilitate the exchange of products and services.

Question 21

The role of retailing is to _________________.

A) Offer variety to customers
B) Separate large product volume into consumer purchase quantities
C) Maintain inventory levels
D) Make additional services available
E) All of the above

Question 22

_____________ is any business activity that creates value in the delivery of goods and services to consumers for their personal, nonbusiness consumption and is an essential component of the supply chain.

A) Customer touchpoints
B) Retailing
C) Breadth of merchandise
D) Depth of merchandise
E) Variety

Question 23

Characteristics of retailers include ________________.

A) Type of merchandise
B) Assortment
C) Services imparted to customers
D) Differences in the value equation
E) All of the above

Question 24

Marketing managers know that creating an effective retail strategy begins with knowledge of ________________.

A) Merchandise assortment
B) Level of service
C) The retail value proposition
D) A & C
E) A, B & C

Question 25

_____________, in whatever form, is the point of contact in the supply chain with the consumer of the product.

A) Retailing
B) Breadth of merchandise
C) Customer touchpoints
D) Assortment
E) Variety

Question 26

Margot works for a retailer that carries a wide _________________ of options from a product category.

A) Assortment
B) Retailing
C) Customer touchpoints
D) Variety
E) Breadth of merchandise

Question 27

Some retailers define their assortment of products very broadly and offer a ___________ of products to consumers.

A) Customer touchpoints
B) Retailing
C) Variety
D) Breadth of merchandise
E) Depth of merchandise

Question 28

_________________ are important service(s)consumers expect but they require a significant investment by the retailer.

A) In-store events
B) Shipping
C) Order tracking
D) Financing and purchasing options
E) None of the above

Question 29

A typical supermarket carries between ________ and ________ product items.

A) 10,000-20,000
B) 20,000-30,000
C) 30,000-40,000
D) 40,000-50,000
E) 50,000-60,000

Question 30

Retailers use ______________ to create an assortment of products that fit the consumer's needs.

A) Breadth of merchandise
B) Depth of merchandise
C) Customer touchpoints
D) Retailing
E) Variety

Question 31

Companies seek better and more frequent interaction with their customers.At the same time, customers are more attached to their products.The result has been a concerted effort by both companies and their customers to redefine the ________________.

A) Customer touchpoints
B) Customer interface
C) Variety
D) Breadth of merchandise
E) Depth of merchandise

Question 32

The retailers' ______________ helps manufacturers because it stores the product close to consumers and makes it easier for them to purchase.

A) Value creation
B) Assortment
C) Variety
D) Inventory
E) Pricing strategy

Question 33

Assortment is the number of different product items within a product category and is referred to as the _________________.

A) Customer touchpoints
B) Retailing
C) Variety
D) Breadth of merchandise
E) Depth of merchandise

Question 34

Variety is the number of product categories offered by a retailer and is referred to as ______________________.

A) Retailing
B) Customer touchpoints
C) Variety
D) Breadth of merchandise
E) Depth of merchandise

Question 35

As a result of customers wanting access to the company (information, customer service)immediately, whatever their location, customer service has revolutionized service delivery by __________________.

A) Improving telephone support
B) Pushing more information through mobile communications
C) Creating effective, customer-oriented websites
D) A & B
E) A, B & C

Question 36

The ________________ defines value in terms of price and delivered benefits to the customer.

A) Value equation
B) Customer touchpoints
C) Breadth of merchandise
D) Depth of merchandise
E) Assortment

Question 37

_____________ is not a popular call center location.

A) The Phillipines
B) Ireland
C) India
D) France
E) South Africa

Question 38

___________________ occur(s)in many ways-retail store, direct-mail piece, e-mail, company Web site, and even advertising.

A) Variety
B) Customer touch points
C) Breadth of merchandise
D) Retailing
E) Depth of merchandise

Question 39

_____________ is the number of different product items within a product category and is referred to as the depth of merchandise.

A) Assortment
B) Value Creation
C) Food Retailer
D) Non-store Retailer
E) Catalogue Retailer

Question 40

With ______________ in some cases, there is two-way interaction (retail store visit, Web site bulletin board)while in other cases the interaction is one-way as in advertising or direct mail.

A) Retailing
B) Customer touchpoints
C) Variety
D) Assortment
E) Breadth of merchandise

Question 41

_____________ sells merchandise or services that are stored in a machine then dispensed to the consumer when the payment has been made.

A) Vending machine retailing
B) Electronic commerce
C) Electronic retailing
D) Direct selling
E) Television home shopping

Question 42

_______________ refers to any action using electronic media to communicate with customers; facilitate the inventory, exchange, and distribution of goods and services; or make payment.

A) Electronic retailing
B) Direct selling
C) Television home shopping
D) Vending machine retailing
E) Electronic commerce

Question 43

_________________ involves independent businesspeople contacting consumers directly to demonstrate and sell products or services in a convenient location, often the consumer's home or workplace.

A) Direct selling
B) Television home shopping
C) Vending machine retailing
D) Electronic commerce
E) Electronic retailing

Question 44

A ___________________ allows consumers to purchase from their homes or some other convenient location and includes catalogs, direct selling, television home shopping, vending machines, and electronic retailing.

A) Vending machine retailer
B) Customer touchpoint
C) Food retailer
D) Non-store retailer
E) Catalogue retailer

Question 45

____________ is the communication and sale of products or services to consumers over the Internet.

A) Vending machine retailing
B) Electronic commerce
C) Electronic retailing
D) Direct selling
E) Television home shopping

Question 46

With ________________ an order is placed and fulfilled by the salesperson, who usually delivers the product directly to the consumer.

A) Television home shopping
B) Direct selling
C) Electronic commerce
D) Electronic retailing
E) Vending machine retailing

Question 47

____________ is the fastest-growing customer interface methodology and has fundamentally changed the way companies and customers interact.

A) Direct selling
B) Vending machine retailing
C) Electronic commerce
D) Television home shopping
E) Electronic retailing

Question 48

______________ have had to develop sophisticated supply chains that keep products moving into the store while carefully balancing inventory levels to reduce spoilage.

A) Non-store retailers
B) Manufacturers
C) Consumers
D) Food retailers
E) Catalogue retailers

Question 49

Two income couples are time pressed and often prefer convenience in shopping._________________ use alternative methods to reach these customers.

A) Malls
B) Flea markets
C) Grocery stores
D) Sidewalk retailers
E) Catalogue retailers

Question 50

With ______________ the potential market includes almost everyone with cable television in the United States, however the actual number of viewers is small.

A) Direct selling
B) Television home shopping
C) Vending machine retailing
D) Electronic commerce
E) Electronic retailing

Question 51

_______________ has/have become extremely popular as two-income households often lack the time for an in-store retail experience and appreciate the convenience of shopping when they choose from home.

A) Food retailing
B) Non-store retailing
C) Catalogue retailing
D) Assortments
E) Value equations

Question 52

A unique challenge for a ______________ is that profit margins are low relative to other retailing concepts with net margins averaging 1 percent of sales.

A) Market maker
B) National brand
C) Food retailer
D) Non-store retailer
E) Catalogue retailer

Question 53

Beautiful Babies is a company that utilizes ______________ to sell their products.Salespeople go to their friend's and coworker's homes to demonstrate and sell the Beautiful Babies products.

A) Vending machine retailing
B) Television home shopping
C) Electronic commerce
D) Direct selling
E) Electronic retailing

Question 54

Conventional supermarkets are responding to new competitors with ________________.

A) Greater emphasis on freshness
B) Targeting new markets such as health-conscious consumers
C) Creating a neighborhood atmosphere and upgrading facilities
D) A & B
E) A, B & C

Question 55

General merchandise retailers have become _____________ and conventional supermarkets carry more general merchandise.

A) Food retailers
B) Non-store retailers
C) Catalogue retailers
D) A & B
E) B & C

Question 56

Advantages of non-store retailing include _____________.

A) Ease of use
B) Safe shopping environment
C) Quality of visual presentation
D) All of the above
E) None of the above

Question 57

The primary advantage of ____________________ is the ability to show and demonstrate the product.

A) Electronic retailing
B) Television home shopping
C) Vending machine retailing
D) Electronic commerce
E) Direct selling

Question 58

A(n)______________ offers its merchandise in the comfort of a consumer's home either printed or online.

A) Television home shopping retailer
B) Private-label brands
C) Food retailer
D) Non-store retailer
E) Catalogue retailer

Question 59

____________ is an advantage of store retailing.

A) Personal contact with product
B) Personal service
C) Immediate need fulfillment
D) None of the above
E) All of the above

Question 60

___________________ is an advantage that is most likely to be associated with store retailing.

A) Social experience
B) Reduced risk to the consumer
C) Payment options
D) None of the above
E) All of the above

Question 61

Montgomery shops at Mango Nation, a high-end clothing store.This week she received two discount cards in the mail, one for shoes and the other for clothing.The cards indicate that Montgomery participates in _____________________.

A) Customer communities
B) Loyalty programs
C) Online sales groups
D) Sales creations
E) None of the above

Question 62

________________ offers even the smallest entrepreneur the opportunity to open a shop on the Internet.

A) Direct selling
B) Television home shopping
C) Vending machine retailing
D) Electronic commerce
E) Electronic retailing

Question 63

______________ is/are an assortment of items considered substitutes for each other.

A) Merchandising categories
B) National brands
C) Private-label brands
D) Shopping experience
E) Sales experience

Question 64

In the consumer's mind, ______________ is/are created through the use of a variety of tools that build a retail brand image.

A) Retail positioning
B) Assortment
C) Merchandise categories
D) Customer communities
E) Loyalty programs

Question 65

______________ reinforce the benefits of purchasing at the retailer and reward consumers for being loyal.

A) Market makers
B) Customer communities
C) Loyalty programs
D) A & B
E) A & C

Question 66

Harry is going to purchase flowers for his mother for Mother's Day.When he arrives at the florist shop he has to choose between roses, tulips, and sunflowers.The flowers represent ________________.

A) National brands
B) Private-label brands
C) Merchandising categories
D) Customer touchpoints
E) Shopping experience

Question 67

________________ are sites that enable customers to evaluate vendors and then make better product decisions.

A) Loyalty programs
B) Market makers
C) Customer communities
D) All of the above
E) None of the above

Question 68

Isabella owns an ice cream store.She sells Creamy Cones to her customers.In order to receive profit she charges the customers a percentage mark-up, and sometimes will do marketing in addition to the marketing that Creamy Cones already does.Isabella is the retailer and Creamy Cones is the _________________.

A) Merchandising category
B) Sales Experience
C) National brand
D) Private-label brand
E) Shopping Experience

Question 69

Sites such as HYPERLINK "http://www.lendingtree.com/" Lendingtree.com are considered _______________ and are dedicated B2B sites that facilitate the exchange of products and services.

A) Market makers
B) Customer communities
C) Retail target markets
D) Retailers
E) Loyalty programs

Question 70

____________ allow(s)retailers to differentiate their pricing to different target markets by charging a higher price to less price-sensitive consumers and lower prices to more price-sensitive shoppers.

A) High/low pricing
B) Everyday low pricing
C) Variety
D) Assortment
E) Retail positioning

Question 71

Choosing the right ______________ to align the retailer's corporate objectives with the target market's needs is a critical element in the retail strategy.

A) Value equation
B) Product mix
C) Market maker
D) Retail positioning
E) Loyalty programs

Question 72

Creamy Cones manufactures prepackaged ice cream cones.It creates the cones, makes the cones, distributes the cones and markets the cones.Creamy Cones is a _________________.

A) National brand
B) Private-label brand
C) Merchandise category
D) Shopping Experience
E) Sales Experience

Question 73

Retailers identify ______________ using a variety of characteristics such as geographic location, demographics, lifestyle, product benefits, or buying situation.

A) Customer communities
B) Retail target markets
C) Market makers
D) A & C
E) A, B & C

Question 74

Also known as store or house brands __________________ are products managed and marketed by retailers.

A) Merchandising categories
B) Private-label brands
C) National brands
D) Market makers
E) Customer communities

Question 75

Some disadvantages associated with electronic retailing include ___________________.

A) Easier for customers to walk away
B) Reduced ability to sell features and benefits
C) Security of personal data
D) All of the above
E) None of the above

Question 76

________________ are sites where customers come and share stories about their vendor experiences.

A) Market makers
B) Retail target market
C) Customer communities
D) Customer touchpoints
E) Non-store retailers

Question 77

______________________ are products created, manufactured, and marketed by a company and sold to retailers around the country and the world.

A) Market makers
B) Depth of merchandise
C) Breadth of merchandise
D) National brands
E) Private-label brands

Question 78

Generally, _______________ offer a lower price point product relative to the national brand.

A) Merchandising categories
B) National brands
C) Private-label brands
D) B & C
E) None of the above

Question 79

The single most critical decision in store retailing is the ________________ of the store.

A) Physical Size
B) Decoration
C) Physical location
D) Quality of building materials
E) None of the above

Question 80

Advantages of electronic retailing include ___________________.

A) Extensive selection
B) Considerable information available for product research and evaluation
C) Building product communities
D) Individualized customer experience
E) All of the above