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Exam 14: Retailing, Direct Marketing, and Wholesaling

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Question 61

Multiple Choice

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A functional and psychological picture in the consumer's mind of a retail store is called

A) retail positioning.
B) atmospherics.
C) store image.
D) interior location.
E) retail persona.

F) C) and E)
G) None of the above

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Question 62

Multiple Choice

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Retail facilities located in big, low-cost buildings with large on-premise inventories and minimal services are called

A) catalog showrooms.
B) category killers.
C) warehouse showrooms.
D) warehouse clubs.
E) display outlets.

F) None of the above
G) B) and E)

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Question 63

Multiple Choice

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The primary advantage of automatic vending as a form of retailing is that

Full-service merchant wholesalers are either general merchandise wholesalers or specialty-line wholesalers.

While on their family vacation, the Millers realize they left their camera at home. They purchase a disposable camera at an amusement park using their credit card, but never interact with a person. What type of retailing did this transaction most likely involve?

The broker's primary function is to bring the buyer and seller together and assist in negotiating an exchange.

The coordination of selling efforts within a community shopping center is usually minimal.

Scenario 14.1 Use the following to answer the questions. Landry Restaurants, Inc. owns a number of different franchised restaurants, including the Rain Forest Cafe and their recent addition, the T-Rex Cafe. Both the Rain Forest and T-Rex restaurants differentiate themselves from their competitors by offering a unique dining experience. At the Rain Forest Cafe you can dine under a ceiling of lush tropical forest plants while you are viewing the enormous aquarium with exotic fish. Periodically, the rain forest explodes with the sound of waterfalls and birds. Giant stuffed monkeys, parrots, and other jungle creatures are planted within the landscape. The Rain Forest Cafe also contains a gift shop, where customers can purchase t-shirts, hats, and other items emblazoned with the Rain Forest logo. The newer T-Rex Cafe has a similar approach to the uniqueness of the dining experience. The T-Rex Cafe offers guests a hands-on prehistoric experience, including educational, interactive computer screens. Customers can also pan for precious gems and fossils in Discovery Creek or feast on food from the Kitchen of Fire. The T-Rex Cafe also has a gift shop, where customers can purchase items with the T-Rex logo or build their very own stuffed dinosaur, through "Build-a-Dino" by the "Build-a-Bear" franchise. Refer to Scenario 14.1. The unique dining experiences offered by the Rain Forest Cafe and T-Rex Cafe represent the strategic issue of ____ addressed by the restaurants.

Michael's, PetSmart, and Staples are all examples of

Merchant wholesalers can be divided into two basic categories:

A limited-line wholesaler would be expected to carry a ____ product mix.

Scenario 14.2 Use the following to answer the questions. Lands' End offers clothing and accessories for all members of the typical household. For many years, the products were sold only through catalogs. Later, they were available through the company on its Internet website. In the past few years, Lands' End has partnered with Sears to offer selected Lands' End products inside of Sears retail stores. This move by Lands' End has been criticized by some marketers because it was thought that the Lands' End products were superior in quality to those that are available in Sears stores. Additionally, the products available in Sears stores include Craftsman tools, lawn care equipment, and household appliances, which are not Lands' End types of product lines. This may create mixed messages about Lands' End to prospective customers. Refer to Scenario 14.2. In comparison to Lands' End, Sears has a product mix that is most likely

Which of the following offers the widest product mixes and the deepest product lines?

Identifying an unserved or underserved market segment and serving it through a strategy that is distinguished in the mind of the consumer is called

A small self-service store that is open long hours and carries a narrow product assortment in convenient locations is best described as a

A narrow product mix with a deep product line would most likely be carried by

A shopping center that contains stores owned by manufacturers who make a special effort not to conflict with traditional retailers is a(n)

The selling of merchandise outside the confines of actual facilities is generally called

Fiona is employed by Hallmark Cards, Inc., where her responsibilities include maintaining displays of greeting cards in drugstores and discount stores. Her daily activities include straightening the cards, pulling outdated or slow sellers, and installing new cards. Fiona is called a(n) _____.

Which of the following best describes wholesalers?