Quiz 15

Retail Management

Business

Quiz 15 :
Retail Communication Mix

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Quiz 15 :
Retail Communication Mix

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Free

Q01

The name of a retailer is a brand that indicates to consumers the type of merchandise and services offered by the retailer.

Free

True False

True Explanation: A brand is a distinguishing name or symbol,such as a logo,that identifies the products or services offered by a seller and differentiates those products and services from the offerings of competitors.

Free

Q02

Brand association is the ability of a potential customer to recognize or recall that the brand name is a type of retailer or product/service.

Free

True False

False Explanation: Brand awareness is the ability of a potential customer to recognize or recall that the brand name is a type of retailer or product/service.

Free

Q03

Aided recall is the highest level of brand awareness.

Free

True False

False Explanation: Top of mind awareness is the highest level of brand awareness.

Q04

Macy's annual Thanksgiving Day parade and the accompanying publicity builds top-of-mind awareness for the retailer.

True False

Q05

A benefit of extending a brand name to support the retailer's growth is that minimal communication expenses are needed to create awareness and a brand image for the new concept.

True False

Q06

A local television commercial is called a spot.

True False

Q07

M-commerce is the buying and selling of goods and services through wireless handheld devices.

True False

Q08

A more updated version of word-of-mouth communication using technology are consumer's blogs.

True False

Q09

Pop-up stores are temporary storefronts that exist for only a limited time and generally focus on a new product or limited group of products offered by a retailer.

True False

Q10

What is brand image?

Multiple Choice

Q11

What is brand awareness?

Multiple Choice

Q12

For most of the past century,Sears enjoyed the success of Craftsman brand tools.Since Sears communicates the brand's durability through advertisement,performance and guarantees,Craftsman is the leading brand of choice for consumers interested in purchasing tools.Which of the following statements best describes Sears' communication program?

Multiple Choice

Q13

The value that brand image offers retailers is referred to as _________.

Multiple Choice

Q14

Despite the difference in price,Mark would go out of his way to purchase donut holes at Dunkin' Donuts on his way to work even though there were donut shops within a block of his office.It can be said that Dunkin' Donuts ___________.

Multiple Choice