Question 1
Instead of having to choose between making a profit or doinggood for society, companies can combine __________ and _____________ to do bothwhile building a solid corporate reputation
A) ethics; publicity
B) cause marketing; exceptional products
C) corporate social responsibility; senior managementauthority
D) ethics; corporate social responsibility
E) cause marketing; corporate philanthropy
Question 2
It is critical for marketers to provide leadership in applyingethics and ethical principles because:
A) senior management has little time or inclination to focuson business or marketing ethics
B) marketers are seen as basically ethical as opposed tosalespeople, who cannot be relied upon to act ethically
C) the profession has been singled out for past abuses by aminority of marketers, and the profession as a whole has a responsibility toraise its profile
D) All of these
E) None of these
Question 3
The Johnson & Johnson Credo, developed by Robert WoodJohnson, is often cited as an important document because:
A) Johnson was a leading philosopher of ethics who bridgedthe gap between academic philosophy and the world of business
B) it was drafted as a response to the Tylenol recall, andit demonstrated how effectively business could respond to external stimuli andsituations
C) it places the focus clearly on shareholders who have thegreatest stake in the success of the firm
D) it guided company executives in a difficultdecision-making time with very specific advice
E) it became the standard and model for all pharmaceuticalcompanies who have improved on the timeliness of response
Question 4
Marketers have been identified with many different types ofunethical behavior Which of the following types of unethical behavior is LEASTlikely to be observed in marketing environments?
A) High pressure sales techniques
B) Deceptive sales tactics
C) Misrepresentation of company data
D) Misleading advertising
E) Kickbacks to corporate buyers from supply chain vendors
Question 5
Which of these is one of the “ethical norms” inthe AMA’s code of ethics?
A) The survival of the firm is essential; if it fails manyare without jobs and products
B) Marketers must do no harm
C) With constant attention to the dynamic marketplace,marketers must also be prepared to make changes in ethical standards to keeppace
D) Marketers must respect the human dignity and human rightsof all stakeholders
E) Ethics are essential for any profession, butprofessionalism cannot take priority over the needs of the firm
Question 6
Firms with ______________ tend to be more sociallyresponsible
A) a wide product line and global presence
B) longevity of at least 50 years
C) strong ethical climates
D) diverse senior management
E) strong profits
Question 7
The Ethical Decision-Making Framework includes all of thefollowing steps, EXCEPT:
A) identifyissues
B) choose acourse of action
C) gather information and identify stakeholders
D) brainstorm and evaluate alternatives
E) consult appropriate regulatory officials
Question 8
What do the Ethical Decision-Making Metrics I and II(Exhibits 36 and 38) offer the marketer?
A) A complete checklist of ethical issues when takentogether
B) A range of choices, although the marketer can only choseone or the other
C) Protection from accusations of unethical behavior
D) Measurements of possible consequences
E) A framework for looking at multiple dimensions of anissue at a time when the decision maker may be under stress
Question 9
When a major ethical issue arises, which of the followingstakeholders are likely to be affected?
A) Investors
B) Customers
C) Senior management
D) Community
E) All of these
Question 10
When developing a marketing strategy, ethics should:
A) be considered, but only after other basic parameters havebeen set
B) be balanced against the higher-priority demands forprofits and returns to shareholders
C) be considered early in the planning phase to avoid havingto ask questions throughout the process
D) be considered throughout the process, using differentquestions at different stages
E) be handled by outsiders or consultants, since themarketers will likely be too involved with the details to be objective
Question 11
Scenarios are an excellent way to develop ethical decisionmaking because:
A) stories can be used to protect innocent people bychanging names and identifiers
B) stories are simple and direct, which makes the key pointsof scenarios easier to grasp
C) scenarios are developed by professionals, which makesthem more effective
D) there are usually no single correct answers, and thescenario approach offers different kinds of answers
E) scenarios don’t require students to apply principles ormetrics
Question 12
__________________ refer(s) to the actions of a firm toaddress a wide range of social, environmental and ethical interactions with itscommunity Though somewhat controversial, these actions are significant in thatthe company undertakes them voluntarily, and the firm realizes that theseactions can be profitable, too
A) Public relations and publicity
B) Corporate activism
C) Corporate social responsibility
D) A code of ethics
E) Corporate culture
Question 13
The consumer, the company and causes are considered CSR_______________, while employee and financial well-being and awareness andsupport of issues are considered CSR ________________
A) inputs; outputs
B) liabilities; assets
C) causes; effects
D) reasons; results
E) values; actions
16 Retailing ___________________ the supply chain
A sits at the end of
B is in the center of
C maximizes the length of
D creates rigidity in
E focuses on production in
17 Retailing is where marketing:
A is replaced by personal selling
B meets the consumer
C meets managing
D sells itself to the corporation
E creates corporate value
18 Retailers address customers’ needs for value byproviding goods and services:
A where the customer wants it
B when the customer wants it
C at the price the customer is willing to pay
D in the right color, size, or style the customer wants
E all of the above
19 Natalie is opening a retail store specializing inhard-to-find gift items Before she opens
her store, what question will Natalie need to address?
A Where will customers want her products?
B When will customers want her products?
C What prices will customers be willing to pay?
D What assortment of products will customers want?
E all of the above
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Chapter 16 – Retailing and Multi-Channel Marketing
20 Retailing is defined as the set of business activitiesthat:
A focuses on a firm’s core values
B offers multiple supply chain relationships
C adds value to products and services sold to finalconsumers
D separates wholesaling from manufacturing
E occurs in brick and mortar space
21 Which of the following is NOT one of the typical outletsused by retailers?
A catalogs
B over the Internet
C restaurants
D business requests for proposals (RFPs)
E brick and mortar stores
22 The key factor distinguishing retailers from othermembers of the supply chain is:
A they sell to consumers, businesses, and government
B they sell to everyone
C they use advertising to generate demand
D they employ people in personal selling
E they sell to customers for their personal use
23 Wholesalers sell to all of the following EXCEPT:
A businesses
B manufacturers
C retailers
D consumers
E industrial users
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Chapter 16 – Retailing and Multi-Channel Marketing
24 Which of the following is NOT one of the broad factorsmanufacturers must consider
when establishing a strategy for getting their products intothe hands of the ultimate
customer?
A Choosing retail partners
B Identifying types of retailers
C Facilitating retail strategy
D Managing a multichannel strategy
E all of the above are considered when establishing astrategy
25 Aaron has designed innovative accessories for hard-corebicycling enthusiasts He knows
where and how he will make them, and he needs to turn hisattention to the getting the
products to the customers As he chooses retail partners,which of the following should he
do?
A Look at the channel structure
B Determine where the target customers will expect to findthis kind of product
C Consider the characteristics of the channel members
D Consider distribution intensity
E All of the above
26 In the past, _____________________ dominated supplychains
A retailers
B manufacturers
C government
D wholesalers
E distributors
27 Today, _______________ dominate their supply chains
A large retailers
B manufacturers
C government
D wholesalers
E distributors
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Chapter 16 – Retailing and Multi-Channel Marketing
28 Retailers like Wal-Mart, Home Depot, and Kroger dictateto their suppliers all of the
following EXCEPT:
A which competitors they should collaborate with
B what should be made
C how products should be configured
D when products should be delivered
E what products should cost
29 The degree of difficulty a manufacturer will face intrying to get retailers to purchase its
products will be determined by how vertically integrated thechannel is, the relative power of
the manufacturer and the retailer, and________________________
A the warranties the product carries
B the success – or lack of success – in test markets
C the amount of marketing research the manufacturer hasdone prior to the launch
D the strength of the brand and whether it is desired
E whether the product is seasonal
30 When a well-established firm has chosen a new product aspart of its growth strategy, it
may be required to find new retailers to carry the newproduct One of the critical factors in
choosing new retail partners will be:
A the power of the brand
B its overall reputation as a manufacturer
C where customers might expect to find the manufacturer’sproducts
D All of the above
E None of the above is particularly important
31 Knowing customer expectations is essential Retailersneed to know which manufacturers
their customers prefer, while manufacturers need to know______________
A if customers are using credit cards or cash to makepurchases
B how many outlets the retailers have
C where their target market customers expect to find theirproducts
D whether the products will fill self-actualization needsthrough satisfying these expectations
E whether customers will find the store atmosphericsappropriate to the neighborhood or
location
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32 Generally, the larger and more sophisticated the channelmember, the less likely that they
will ______________
A use intermediaries
B rely on marketing research
C use multi-channel marketing
D use intensive distribution
E be concerned about competitive actions
33 John had worked for a well-known and very large retailcompany He left that company to
go to a smaller company, and in doing so, he discovered thatthe channel functions were
handled very differently in the smaller firm Looking backat his experience, he noticed larger
firms ___________________
A perform many different channel functions themselves
B have more control in the channel
C can be more efficient
D can save money
E All of the above
34 There are three types of supply chain distributionintensity:
A intensive, exclusive, and selective
B primary, secondary and tertiary
C administered, vertical, and independent
D global, national, and local
E corporate, contractual, and independent
35 Some companies want to get its products into as manyoutlets as possible, understanding
that the more exposure it gets, the more of its products itwill sell If this is consistent with the
company’s overall strategy, it will choose__________________
A wide-coverage distribution
B collectively exhaustive distribution
C intensive distribution
D exclusive distribution
E selective distribution
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Chapter 16 – Retailing and Multi-Channel Marketing
36 When
Creative Pen Company designed a new,ergonomically-friendly pen, they wanted
to, literally, get in the hands of as many consumers aspossible Creative Pen will likely
choose a(n) ______________ distribution intensity
A intensive
B exclusive
C selective
D collective
E variable
37 If a company has a limited supply or is just launching aproduct, it might want to select
__________________, which would help ensure enough inventoryto ensure the customer has
an adequate selection
A trade restraint distribution
B selective distribution
C monopolistic distribution
D oligopolistic distribution
E exclusive distribution
38 Heartland Plantation produces classic food products likestone-ground grits and wild rice
The company has limited production capacity and wants tocontrol where its products are
sold Heartland will likely choose a(n) __________________distribution intensity
A intensive
B exclusive
C simplistic
D collective
E variable
39 ______________ distribution intensity helps a sellermaintain a particular image and
control the flow of merchandise into an area
A Intensive
B Endogenous
C Selective
D Collective
E Variable
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40 If a manufacturer wasn’t happy with either intensive orexclusive distribution, a logical
choice, which incorporates some features from both, would be______________
A moderate distribution
B compromise distribution
C case by case distribution
D evolutionary distribution
E selective distribution
41 Full-line discount, category specialist, and specialtystores are all ________________
types of retailers
A food
B general merchandise
C price sensitive
D limited demand
E special appeal
42 If a food producer had a full range of products, in anumber of different containers sizes,
which kind of store would the company NOT likely choose?
A conventional supermarket
B supercenter
C warehouse club
D convenience stores
E None of the above The producer should be in all of thesestores
43 Paul’s family has owned and operated a small chain ofconventional supermarkets
Competition from a variety of other kinds of retailers hasadversely affected the business To
address the new competitive reality, Paul wants to applywhat he recently learned as a
marketing major and he has recommended his family should:
A emphasize products with a high gross margin
B target health-conscious and ethnics consumers with theproducts that would appeal to them
C provide a better shopping environment within the store tomake it more appealing to
customers
D offer more private label brands
E All of the above
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44 Supercenters have become the fastest retail growingcategory by combining broad
assortments of groceries and general merchandise products____________ dominates this
category with more than 80 percent of the supercenters inthe United States
A Target
B Meijer
C Kmart
D Kroger
E WalMart
45 If Ellen is shopping at a warehouse club, relative to asupermarket, she can expect:
A an irregular assortment of food and general merchandise
B lower service
C lower prices
D products for both consumers and small businesses
E All of the above
46 A manufacturer of high-end products might considerselling products in a warehouse club
if ________________________
A there were no high-end shopping centers within a 100-mileradius of the warehouse club
B if the warehouse club has a good reputation
C if it is trying to capture additional market share
D it had overestimated demand or had a great deal ofreturned merchandise from other
retailers
E the warehouse club wants to upgrade its image
47 ___________________ are combating competitive pressuresby offering fresh food and
healthy fast food, tailoring assortments to local marketing,opening locations closer to where
consumers work and shop, and adding new services
A Warehouse clubs
B Supercenters
C Convenience stores
D Department stores
E Extreme value retailers
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48 Brian purchases a snack to eat on the way to work Hebuys lunch while on the road
visiting customers Brian probably does the majority of thisfood shopping at a:
A convenience store
B warehouse club
C conventional supermarket
D drugstore
E category specialist
49 If you walk into a __________________, you will likelyfind a broad variety of
merchandise, deep assortment, and customer service, witheverything divided into what
appears to be a collection of specialty shops
A department store
B off-price retailer
C discount store
D specialty store
E category specialist
50 Kohl’s, JCPenney, and Bloomingdales are examples of:
A department stores
B off-price retailers
C discount stores
D extreme value stores
E category specialist stores
51 ___________________ are combating competitive pressuresby increasing the amount of
exclusive and private label merchandise, strengtheningcustomer loyalty programs and
expanding their online presence
A Convenience stores
B Department stores
C Full-line discount stores
D none of the above
E All of the above
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Chapter 16 – Retailing and Multi-Channel Marketing
52 Retailers that offer a broad variety of merchandise,limited services and low prices are
known as ______________________
A full-line discount stores
B convenience stores
C home improvement stores
D category specialists
E department stores
53 If you’re a manufacturer, and you want to showcase yourproduct in store that has a
narrow but deep selection of merchandise and where salesassociates can assist customers
with their selections, you’d likely choose:
A a category specialist
B a specialty store
C a department store
D an extreme value retailer
E a cross-over warehouse club
54 If you are a marketer for a manufacturer, and themarketing mix for your product focuses
on very specific market segments, you’d like to sell yourproduct through:
A department stores
B category specialist stores
C extreme value retailers
D specialty stores
E All of the above
55 The retail category that has experienced sustained growthdue to the aging population is:
A category specialists
B convenience stores
C drugstores
D department stores
E full-line discount stores
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56 Category killers are also known as:
A full-line discount stores
B category specialists
C specialty stores
D warehouse clubs
E extreme value retailers
57 As a type of retailer, category specialists are fiercecompetitors using:
A a wide variety of merchandise
B highly trained personnel throughout the stores
C a complete assortment in a specific category at lowprices
D highly attractive loyalty programs
E All of the above
58 A retailer with an extensive assortment in a particularcategory that potential competitors
do not bother to carry is called a(n):
A endemic specialty retailer
B house breaker
C market mammoth
D revolutionary
E category killer
59 ___________________ offer general merchandise at lowerprices and are often found in
lower-income urban and rural areas
A Department stores
B Off-price retailers
C Discount stores
D Extreme value stores
E Category specialist stores
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Chapter 16 – Retailing and Multi-Channel Marketing
60 _______________ reduce costs and maintain low prices bybuying opportunistically from
manufacturers with excess inventory, offering limitedassortments and operating in low-rent
locations
A Category killers
B Specialty stores
C Factory outlets
D Extreme value retailers
E Convenience stores
61 ________________ are likely to target low-incomeconsumers who demand national
brands, but cannot afford to buy large-sized packages
A Category killers
B Department stores
C Extreme value retailers
D Specialty stores
E Warehouse club stores
62 Off-price retailers can purchase merchandise atone-fifth to one-fourth of the original
wholesale prices because they do not ask the suppliers for___________________
A advertising allowances
B return privileges
C markdown adjustments
D delayed payments
E All of the above
63 ______________ offer an inconsistent assortment ofbrand-name merchandise at low
prices
A Department stores
B Specialty stores
C Category killers
D Off-price retailers
E None of the above
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64 Because of the way _______________ buy merchandise,customers can never be
confident that the same merchandise will be in stock eachtime they visit the store
A department stores
B off-price retailers
C discount stores
D downstream value stores
E category specialist stores
65 Consumers visiting __________________ often comment thatthey feel like they are on a
treasure hunt, searching for a bargain
A department stores
B off-price retailers
C discount stores
D lower value stores
E category specialist stores
66 If you were a marketer for a manufacturer and you wantedto improve revenues from
irregulars, production overruns and returns, you would beattracted to using _____________
A department stores
B specialty stores
C category specialists
D factory outlets
E supercenters
67 Retailers with strong brand names of their own mightoperate outlet stores to:
A sell excess inventory that might have to be sold atmarkdown prices in regular stores
B compete with category specialist stores
C keep manufacturers from selling similar items in theirown factory stores
D train employees who will later be transferred to the mainstores
E All of the above
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68 One of the most fundamental activities of retailers isto provide
_______________________, satisfying the needs of theirtarget market
A wholesaling opportunities
B persuasive advertising
C the right mix of merchandise and services
D corrective price controls
E category killing profitability
69 Retailers address the conflict between consumers wantingor needing only one item and
manufacturers wanting to produce and ship in quantity byproviding:
A reciprocity
B simplicity
C discounting
D storage
E extreme value labeling
70 It is often difficult for retailers to distinguishthemselves from their competitors through
the merchandise they carry because:
A they do not carry enough merchandise
B consumers no longer recognize brand equity
C big-box food retailers are shifting into specialty storeproduct lines
D there is not enough merchandise to go around
E competitors can purchase and sell many of the samepopular brands
71 One product strategy used by retailers to differentiatethemselves from competitors is:
A the use of private label brands
B discount pricing
C removing brand labels from their merchandise offerings
D JIT product delivery
E promotional product loyalty programs
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72 For retailers, promotion refers to:
A supply chain communication
B the relationship between price and product
C the image a store attempts to maintain through theirpricing strategy
D both their in-store environment and their mass mediacommunications
E the seasonal discounts offered to move end-of-seasonitems
73 Retailers use ____________________ to get customers intotheir stores
A in-store promotions
B specialty product displays
C supply chain relationships
D off-price wholesaling
E mass media advertising
74 Kim wants to maximize sales to the customers who walkinto her store Of the following,
Kim will likely focus on:
A in-store promotions
B specialty product lines
C supply chain relationships
D off-price wholesaling
E mass media advertising
75 _______________________ are subtle forms of promotionthat facilitate shopping in
retailers’ stores
A Billboards and electronic signs
B Store credit cards and gift cards
C Personal selling and volume discounts
D Quick response and just-in-time delivery systems
E Extreme value offers and specialty share of the walletprograms