Chapter 17 Quiz

Today, ________ dominate supply chains.

• distributors

• manufacturers

• large retailers

• government agencies

• wholesalers

McKenna directs her salespeople to increase the company’s share of wallet. McKenna is directing her salespeople to

• sell more store brands and fewer private-label products.

• retailing elasticity.

• become omnichannel salespeople.

• focus on male consumers, and not female consumers.

• focus on increasing sales to their best customers.

A company that buys products from manufacturersand resells them to retailers is a

• warehouse

• wholesaler

• specialist.

• supercenter

• cooperative.

Coca-Cola wants its product available everywhere—grocery stores, convenience stores, restaurants, and vending machines. The more exposure the products get, the more they sell. The company is employing a (an) ________ strategy.

• surplus distribution

• intensive distribution

• selective distribution

• contractual distribution

• exclusive distribution

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

• pricing

• place

• supply chain

• return policies

• distribution

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

• they use advertising to generate demand.

• they sell to customers for their personal use.

• they sell to consumers, businesses, and government.

• they rarely engage in personal selling.

• they utilize marketing to reach consumers.

Knowing what customers expect is essential. Retailers need to know which manufacturers their customers prefer, while manufacturers need to know

• where their target customers expect to find their products.

• whether the products will fill a customer’s self-actualization needs.

• if customers are using credit cards or cash to make purchases.

• how many employees the retailers have.

• whether customers will find the store atmospherics appropriate to the location.

Eloise, a medical equipment sales rep, purchases a quick snack to eat on the way to work. She buys lunch while on the road visiting customers, and grabs bread and milk on the way home when she stops to buy gas. Eloise probably does the majority of this shopping at a

• drugstore

• convenience store.

• warehouse club.

• conventional supermarket.

• category specialist.

Omnichannel retailers use consumer information collected from the customers’ Internet browsing and buying behavior to send dedicated emails to customers promoting specific products or services in an effort to

• slay the category killers.

• compete with off-price retailers.

• drive their supply chain.

• combat the inroads made by big-box specialty retailers.

• increase their share of wallet.

Considering what you know about their target markets and merchandise, which of the following retailers is least likely to have an online presence?

• full-line discount stores

• off-price retailers

• convenience stores

• department stores

• category specialists