5/13/2015

YourResultsfor"SelfStudyQuiz"

YourResultsfor:"SelfStudyQuiz"
SiteTitle: RetailManagement:AStrategicApproach,TwelfthEdition
BookTitle: RetailManagement:AStrategicApproach,12e
BookAuthor: Berman
LocationonSite: Chapter6:Web,NonstoreBased,andOtherFormsofNontraditional
Retailing>ChapterMaterials>SelfStudyQuiz

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44%Correctof55Scoreditems:
24Correct:
31Incorrect:

44%
56%

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Date/TimeSubmitted: May13,2015at6:07AM(UTC/GMT)

1.

Whichofthefollowingisnotanexampleofnonstoreretailing?
YourAnswer: Airportretailing

Correct

2.

Whichoftheseisnotastrategicbusinessadvantageofdirectmarketing?
YourAnswer: Aprimeretaillocationisnotnecessary.
CorrectAnswer: Aliberalreturnpolicyisnotneeded.

Reviewsectionondirectmarketing.

3.

Theprofitabilityofcatalogbaseddirectmarketersishighlysensitivetoincreasesin
YourAnswer: laborcostsandthecostsofgoodssold.
CorrectAnswer: postalratesandcostsofpaperstock.

Reviewsectionondirectmarketing.

4.

WhichU.S.federallegislationgreatlyaffectsdirectmarketers?
YourAnswer: ConsumerGoodsPricingAct
CorrectAnswer: 30dayrule

Reviewsectionondirectmarketing.

5.

Sincedirectmarketersinitiatethecontactwithcustomers,itisimperativethattheydevelopandmaintain
YourAnswer: frequentbenchmarkingoncustomerservice.
CorrectAnswer: acomprehensivecustomerdatabase.

Reviewsectiononthecustomerdatabase.

6.

Whichstatementconcerningdirectmarketersiscorrect?
YourAnswer: Directmarketerstypicallyrequiresubstantialinventoryonhand.
CorrectAnswer: Therearefewerbarrierstoentryindirectmarketingthaninstorebasedretailing.

Reviewsectiononincreasedcompetitionamongfirmsindirectmarketing.

7.

Specialogsaremostwidelyusedbydirectmarketersto
YourAnswer: attractnewcustomerswithspecialoffers.
CorrectAnswer: catertoaparticularcustomersegment.

ReviewsectiononnewerrolesofcatalogsandTVindirectmarketing.

8.

Aninfomercialinanexampleof

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YourResultsfor"SelfStudyQuiz"

YourAnswer: aprogramlengthTVcommercial.

Correct

9.

Thefirststepinthedevelopmentofadirectmarketingstrategyis
YourAnswer: customerresponse.
CorrectAnswer: businessdefinition.

Reviewsectiononthestepsinadirectmarketingstrategy.

10.

Adirectmarketerthatalsohasastorebasedfacilityispracticingwhichretailstrategy?
YourAnswer: Costcontainment
CorrectAnswer: Multichannelretailing

Reviewsectiononbusinessdefinitioninadirectmarketingstrategy.

11.

Theoverallresponserate,theaveragepurchaseamount,andsalesvolumebyproductcategoryaredatausedbydirectmarketersto
YourAnswer: complywithgovernmentrequirements.
CorrectAnswer: measureresults.

Reviewsectiononmeasuringresultsandmaintainingthedatabaseinadirectmarketingstrategy.

12.

Whichofthefollowingincludesbothpersonalcontactwithconsumersintheirhomesandphonesolicitationsinitiatedbyaretailer?
YourAnswer: Directselling

Correct

13.

Amajorthreattodirectsellingistheincreasein
YourAnswer: postageandpaperstockcosts.
CorrectAnswer: thelargeproportionoffemalesthatwork.

Reviewsectionondirectselling.

14.

Toreducetheimpactofthereducednumbersofconsumersavailableathome,adirectsellercandoallofthefollowingexcept
YourAnswer: increasetheemphasisonworkplacesales.
CorrectAnswer: changethesalescompensationplanfromacommissiontoasalarybasis.

Reviewsectionondirectselling.

15.

Vendingmachinesalesofwhichofthefollowinghavedroppedsharplyoverthepast40yearsorso?
YourAnswer: Cigarettes

Correct

16.

Theinteractive,multimediaportionoftheInternetiscalled
YourAnswer: theWorldWideWeb.

Correct

WhichofthefollowingisnotanadvantageofusingtheWorldWideWebbyaretailer?
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17.
YourAnswer: TheWorldWideWebenablesaretailertoreachgeographicallydispersedconsumers.
CorrectAnswer: TheWorldWideWebisnotedforhighcreditcardsecuritybyconsumers.

ReviewsectionontheroleoftheWeb.

18.

ThedemographicsofWorldWideWebuserscanbebestdescribedas
YourAnswer: largefamilyoriented
CorrectAnswer: upscaleintermsofincomeandeducation.

ReviewsectiononcharacteristicsofWebusers.

19.

WhichofthefollowingisnotamajoradvantageofusingtheWorldWideWeb?
YourAnswer: Accesstoalargegeographicallydispersedmarket
CorrectAnswer: Easeinfindinganyretailer'sWebaddress

ReviewsectiononfactorstoconsiderinplanningwhethertohaveaWebsite.

20.

Whichformofdirectmarketingenablesconsumerstoutilizeafreestanding,interactivecomputerterminal,whichallowsthemtoplace
orders,completetransactions,andarrangeforitemstobeshipped?
YourAnswer: Videokiosk

Correct

21.

Asinglechannelretailersellsthroughoneretailformat.
YourAnswer: True

Correct

22.

Thefastestgrowingcomponentofdirectmarketinginvolvesselling.
YourAnswer: True
CorrectAnswer: False

Reviewoverview.

23.

Startupcostsforadirectmarketercanbelowduetotheabsenceofastore,storefixtures,andreducedinventories.
YourAnswer: True

Correct

24.

Mostdirectmarketersneedacomputersystemtotrackshipments,monitorpurchasesandreturns,andkeepmailinglistscurrent.
YourAnswer: True

Correct

25.

Alowdegreeofclutterexistswithrespecttodirectmarketing.
YourAnswer: True
CorrectAnswer: False

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Reviewsectionondirectmarketing.
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26.

YourResultsfor"SelfStudyQuiz"

The30dayrulerequiresalldirectmarketerstohaveampleinventoriesinstockpriortomailingoutcatalogs.
YourAnswer: True
CorrectAnswer: False

Reviewsectionondirectmarketing.

27.

Maintainingacustomerdatabaseisespeciallycrucialtodirectmarketers.
YourAnswer: True

Correct

28.

Theincreasednumberofwomenintheworkforcehascontributedtothepopularityofdirectmarketing.
YourAnswer: True

Correct

29.

Thehighlevelofcompetitionindirectmarketingisduetolowbarrierstoentry.
YourAnswer: True

Correct

30.

Thenotionofmultichannelretailingsuggeststhatthesetwoformatsarecomplementaryratherthanconflicting.
YourAnswer: True

Correct

31.

Specialogsenabledirectmarketerstoefficientlyappealtohighlyspecializedmarketsegments.
YourAnswer: True

Correct

32.

TVretailinghastwocomponents:shoppingnetworksandvideokiosks.
YourAnswer: True
CorrectAnswer: False

ReviewsectiononnewerrolesofcatalogsandTVindirectmarketing.

33.

Infomercialsaretypicallyconfinedtocabletelevision.
YourAnswer: True
CorrectAnswer: False

ReviewsectiononnewerrolesofcatalogsandTVindirectmarketing.

34.

Thereisgrowingacceptanceofnonstoreretailinginforeigncountries.
YourAnswer: True

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Correct

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35.

YourResultsfor"SelfStudyQuiz"

Itisimportantthataretailercheckthecurrencyforapurchasedmailinglist.
YourAnswer: True

Correct

36.

Atypicalresponseratefordirectmarketingisbetween8percentand10percent.
YourAnswer: True
CorrectAnswer: False

Reviewsectiononcustomerresponse.

37.

Salesforceturnoverforthetypicaldirectsellerishigh.
YourAnswer: True

Correct

38.

Itemspricedabove$1.50havenotsoldwellinvendingmachines.
YourAnswer: True

Correct

39.

ThemoremultimediafeaturesaWebsitehas,theslowertheaccesstimeforconsumerswithdialupconnectionstoaccess.
YourAnswer: True

Correct

40.

Videokioskscanbesituatedinavarietyoflocations,suchasacollegedormlobbyorahotellobby.
YourAnswer: True

Correct

41.

Afirmcanselltodifferentcustomergroups,sharecostsanddiversifyitssupplierbasethrough____retailing.
YourAnswer: contemporary
CorrectAnswer: multichannel

Reviewsectiononanoverviewofnonstoreretailing.
Reviewsectiononanoverviewofnonstoreretailing.

42.

____________isthefastestgrowingformofdirectmarketing.
YourAnswer: Infomercialsandspecialogs
CorrectAnswer: Webbasedretailing

Reviewsectiononanoverviewofnonstoreretailing.
Reviewsectiononanoverviewofnonstoreretailing.

43.

Directmarketerscanbedividedintotwobroadcategories:____and____.
YourAnswer: general,specialty

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YourResultsfor"SelfStudyQuiz"

Correct

44.

Themostsignificantfederallegislationthataffectsdirectmarketersisthe____________.
YourAnswer: unitpricingrule
CorrectAnswer: 30dayrule

Reviewsectionondirectmarketing.
Reviewsectionondirectmarketing.

45.

____________isawayofcollecting,storing,andusingrelevantinformationoncustomers.
YourAnswer: Databaseretailing

Correct

46.

AstorebasedretailerthathasdecidedtosupplementitssaleswithaWebsiteisanexampleof____.
YourAnswer: multichannelretailing

Correct

47.

TVretailinghastwocomponents:shoppingnetworksand____.
YourAnswer: commercials
CorrectAnswer: infomercials

ReviewsectiononnewerrolesforcatalogsandTVindirectmarketing.
ReviewsectiononnewerrolesforcatalogsandTVindirectmarketing.

48.

A(n)____isaprogramlengthTVadvertisementforaspecificgoodorservicethatairsoncabletelevisionoronbroadcasttelevision,
typicallyatafringetime.
YourAnswer: commercial
CorrectAnswer: infomercial

ReviewsectiononnewerrolesforcatalogsandTVindirectmarketing.
ReviewsectiononnewerrolesforcatalogsandTVindirectmarketing.

49.

Directmarketersclassifyprospectivecustomersasregulars(thosehavingboughtfromthefirmonacontinuousbasis),nonregulars
(thosehavingboughtfromthefirmonaninfrequentbasis),________(thosehavingneverbeensoughtbeforebythefirm),and
nonrespondents(thosehavingbeencontactedbeforebutnevermakingapurchase).
YourAnswer: newcontacts

Correct

50.

Thesystemusedbyadirectmarketertoprocessordersisreferredtoas________.
YourAnswer: automaticordering
CorrectAnswer: orderfulfillment

Reviewsectiononthestepsinadirectmarketingstrategy.
Reviewsectiononthestepsinadirectmarketingstrategy.

51.
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________includesbothpersonalcontactwithconsumersintheirhomesandphonesolicitationsinitiatedbyaretailer.

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YourAnswer: Directmarketing
CorrectAnswer: Directselling

Reviewsectionondirectselling.
Reviewsectionondirectselling.

52.

Ninetyfivepercentofvendingmachinesalesconsistofhotandcoldbeveragesand____.
YourAnswer: beer
CorrectAnswer: fooditems

Reviewsectiononvendingmachines.
Reviewsectiononvendingmachines.

53.

The____isaglobalelectronicsuperhighwayofcomputernetworksthatuseacommonprotocolandarelinkedbytelecommunications
linesandsatellite.
YourAnswer: Web
CorrectAnswer: Internet

Reviewsectiononelectronicretailing.
Reviewsectiononelectronicretailing.

54.

U.S.shoppersrepresentedapproximately____percentofworldwideonlineretailsales.
YourAnswer: 10
CorrectAnswer: 33

Reviewsectiononthescopeofonlineretailing.
Reviewsectiononthescopeofonlineretailing.

55.

The________isafreestanding,interactivecomputerterminalthatdisplaysproductsandrelatedinformationonavideoscreen.
YourAnswer: videoinfomercial
CorrectAnswer: videokiosk

Reviewsectiononothernontraditionalformsofretailing.
Reviewsectiononothernontraditionalformsofretailing.

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