Marketing quốc tế 16 managing retailing, wholesaling and logistic

Marketing Management, 14e Kotler/KellerChapter 16 Managing Retailing, Wholesaling, and Logistics 1 ________ includes all the activities in selling goods or services directly to final con

Marketing Management, 14e (Kotler/Keller)

Chapter 16 Managing Retailing, Wholesaling, and Logistics

1) includes all the activities in selling goods or services directly to final consumers for personal,

2) Which of the following is true for retailing?

A) Manufacturers are not considered to be retailers as they are engaged in producing the product.B) Vending machines are considered to be retailing only if they are located within stores

C) Retailing deals only with goods; it does not include services

D) Selling from a consumer's home is direct selling, but not retailing

E) Wholesalers are only considered to be retailers if they are selling to final consumers

3) Which of the following is an example of retailing?

A) Dylan's sends catalogs to retail, industrial, and institutional customers

B) SEZ U Inc sells a limited line of fast-moving goods to small retailers for cash

C) BEL Inc sells FMCG goods to merchant wholesalers and distributors

D) Praxis International sells products to consumers directly through the Internet

E) Hub Styles procures its raw materials directly from farmers in the region

4) Discount stores that try to keep prices as low as possible are more likely to function using operations.

7) In retailing, salespeople are ready to assist in every phase of the select" process.

9) Which of the following is true for self-service retailing?

A) These retailers carry more shopping goods and services such as credit and merchandise-returnprivileges

B) This service model is favored by discount stores and customers who want to save money.C) It results in high staffing costs compared to other forms of retailing

D) Salespeople are ready to assist in every phase of the "locate-compare-select" process

E) Customers need more information and assistance than in other forms of retailing

10) Which of the following types of retailing generally entails the highest costs?

11) Which of the following is an example of a limited-service retailer?

A) Customers at TAB pick out the products they want and pay at the checkout counter

B) Salespeople at Eli are always on hand to offer shoppers advice and assistance in choosing products

C) Mina's allows customers to checkout their own purchases in order to reduce the staff count.D) As CLO's offers a number of merchandise-return privileges, customers need information and assistance while shopping

E) Alison's stocks a number of specialty products and the store's salespeople generally help shoppers with all their needs

13) H&A is a retail chain that specializes in selling goods at very low prices To achieve this, it stocks a very narrow assortment of basic necessities and offers customers a "no-frills" shopping experience H&A is an example of a(n) store.

16) Companies who sell products door-to-door or at home sales parties are engaging in .

17) Which of the following is an example of direct selling?

A) E&OE sells its herbal skincare products exclusively through its stand-alone stores.B) TCJ is a telemarketing firm that sells products from a number of different suppliers C) Jayne's sells most of its products to customers through home sales parties

D) J3 is an online shopping portal where customers can buy directly from manufacturers.E) Reynold's tries to minimize its staff costs by installing vending machines in its stores.Answer: C

Page Ref: 449

Objective: 1

AACSB: Analytic skills

Difficulty: Easy

18) Which of the following is an example of direct marketing?

A) E&OE sells its herbal skincare products exclusively through its stand-alone stores.B) TCJ is a telemarketing firm that sells products from a number of different suppliers C) Jayne's sells most of its products to customers through home sales parties

D) J3 is a storeless retailer that organizes the retail activity of the employees of four firms.E) Reynold's tries to minimize its staff costs by installing vending machines in its stores.Answer: B

Page Ref: 449

Objective: 1

AACSB: Analytic skills

Difficulty: Easy

19) The marketing sales system works by recruiting independent businesspeople who act as distributors.

22) Electronic shopping is a type of .

23) Which of the following is true of store retailers?

A) A hard-discount store offers a wider merchandise mix than discount stores at higher prices.B) A discount store offers leftover goods, overruns, and irregular merchandise sold at less than retail

C) A specialty store generally stocks a very narrow product line

D) An extreme value store generally has a broad selection of high-markup, brand-name goods.E) A catalog showroom is a large, low-cost, low-margin, high-volume, self-service store.Answer: C

25) An independent retailer using a central buying organization and joint promotion efforts with other retailers is part of a

A) corporate chain store

28) Which of the following is true for franchisors?

A) The franchisor has to pay the franchisee to be part of the franchise system

B) The franchisor licenses the trade mark from the franchisee

C) The franchisor must change its operations to suit those of the franchisee's

D) The franchisor collects royalty payments from the franchisee

E) The franchisor pays start-up costs for the franchisee

Answer: D

Page Ref: 450

Objective: 1

Difficulty: Easy

29) Which of the following is true for franchisees?

A) The franchisee is paid by the franchisor to be part of the franchise system

B) The franchisee licenses a trade mark to the franchisor

C) The franchisee must change its operations to suit those of the franchisor's

D) The franchisee collects royalty payments from the franchisor

E) The franchisee owns the trade or service mark

Answer: C

Page Ref: 450

Objective: 1

Difficulty: Easy

30) Which of the following is a benefit of franchising for franchisees?

A) The franchisee finds it easier to borrow money from financial institutions

B) The franchisee receives ownership of the franchisor's trade mark

C) The franchisee must change its operations to suit those of the franchisor's

D) The franchisee collects royalty payments from the franchisor

E) The franchisee is paid by the franchisor for being part of the system

32) Which of the following is true for the retail industry?

A) Discount stores and catalog showrooms are competing for the same customers

B) Upscale retailers see a decline in sales as middle-market retailers thrive

C) Small, specialized retailers are crowding out larger, more diverse retailers

D) Store retailing sees no competition from non-store retailing

E) Discount stores are not doing as well as middle-market retailers

Answer: A

Page Ref: 452

Objective: 3

Difficulty: Easy

33) Electronic shelf labeling allows retailers to .

A) check inventory levels instantaneously

B) order electronically from suppliers

C) run continual promotional messages

D) advertise sales and special offers

E) change price levels instantaneously

35) In the corporate headquarters of a supermarket chain, are responsible for

developing brand assortments and listening to salespersons' presentations

36) In supermarkets and other retail outlets, RFID is used to

A) change prices instantaneously

B) check for spoilage or damage to goods

C) advertise special offers and discounts

D) run continual promotional messages

E) monitor inventory and track goods

Answer: E

Page Ref: 455

Objective: 2

Difficulty: Easy

37) Which of the following is true for direct product profitability analysis?

A) It is highly correlated with the gross margin on a product

B) It is negligible compared to the gross margin on a product

C) It bears little relation to the gross margin on a product

D) It is significantly lower than the gross margin on a product

E) It is exactly the same as the gross margin on a product

38) Mass merchandisers and discount stores typically fall into the group with respect

to margins and volume

A) mixed markup, high-volume

B) low-volume, mixed markup

A) mixed markup, high-volume

B) low-volume, mixed markup

40) Most retailers will put low prices on some items in order to increase traffic to the store These low-priced products are known as .

42) Which of the following is a prepurchase service offered by retailers?

A) accepting orders over the telephone

B) shipping the product

C) delivery to the customer's doorstep

43) Which of the following is a postpurchase service offered by retailers?

A) accepting orders over the telephone

B) advertising and window displays

C) delivery to the customer's doorstep

44) Which of the following is an ancillary service offered by retailers?

A) accepting orders over the telephone

B) advertising and window displays

C) delivery to the customer's doorstep

"special and rich." In terms of differentiation, what is this retailer trying to communicate by its decorations and service level?

A) differentiation based on services mix and atmosphere

B) differentiation based on prepurchase services

C) differentiation based on postpurchase services and atmosphere

D) differentiation based on ancillary services and atmosphere

E) differentiation based on prepurchase and postpurchase services

46) Which of the following is the strongest differentiator for brick-and-mortar stores who want toemphasize their superiority over online retailers?

49) Which of the following is true for distributor brands?

A) They sell at higher volumes than national brands and are also known as generics

B) They are usually sold at higher prices than national brands because production costs are higher

C) They are always of better quality than national brands as production is strictly monitored.D) Distributor brands can be sold at lower prices yet generate a higher profit margin because of their lower cost structure

E) Advertising and sales promotion costs for distributor brands are much higher than those for national brands

advertising costs These are known as

52) Because shelf space is scarce, many supermarkets now charge a for accepting a new brand, to cover the cost of listing and stocking it.

56) serve bulk industries such as coal, lumber, and heavy equipment, assuming title and risk from the time an order is accepted to its delivery.

58) The owner of supermarket chain Reynold's has realized that customers want a wider variety

of goods than is currently available However, Reynold's cannot afford the costs of storing excessinventory Additionally, the owner is not willing to take the risk that the new products will remain unsold Which of the following types of wholesalers can help Reynold's meet customer demand while minimizing costs?

59) Agricultural assemblers, petroleum bulk plants and terminals, and auction companies are examples of

60) Which of the following is true of brokers?

A) Brokers represent buyers or sellers on a semipermanent basis

B) Most brokers are small businesses with a few skilled salespeople

C) Brokers bring buyers and sellers together and assist in negotiation

D) Selling brokers have contractual authority to sell a manufacturer's entire output

E) Purchasing brokers make purchases for buyers and often receive, inspect, warehouse, and shipmerchandise

62) encompass sales forecasting, production planning, and inbound materials

66) A stock order point of 10 means ordering the product

A) Inventory costs are lower than order-processing costs

B) Running costs are higher than inventory-carrying costs

C) Setup costs for the products are low

D) Order-processing costs are high

E) Order-processing costs are lower than setup costs

69) E&OE is trying to minimize its inventory costs, which are extremely high The company has realized that it can achieve this by maintaining a near-zero inventory and producing only once a product is ordered Which of the following will be true for E&OE?

A) Short production runs will be more expensive than longer ones

B) Setup and order-processing costs will be high

C) The order point will be high

D) Order-processing costs will be lower than the inventory-carrying costs

E) E&OE can reduce the average cost per unit by producing a long run

70) Beyond the optimal order quantity, total cost per unit increases because

A) inventory-carrying cost per unit increases

B) inventory-carrying cost per unit decreases

C) order-processing cost per unit increases

D) order-processing cost per unit increases though inventory cost decreases

E) inventory-processing cost per unit falls slowly

71) Companies are reducing their inventory costs by treating inventory items differently,

positioning them according to risk and opportunity High-risk, low-opportunity items are known

72) HCN recently introduced a product that the distributor considers a "bottleneck" item What isthe risk/opportunity relationship for bottleneck items?

A) low risk, mediocre opportunity

B) low risk, high opportunity

C) low risk, low opportunity

D) high risk, mediocre opportunity

E) high risk, low opportunity

75) Which of the following is an example of a private carrier?

A) MET is a transporter that operates only in the Chicago area and charges fixed prices

B) BCL is a family firm that owns only three trucks, but takes small orders for transport

C) VTV owns a fleet of trucks and transports goods for any client for a fee

D) COM is a shipping firm that transports goods by road and rail across the U.S

E) BEL Inc manufactures parts for automobiles and transports its products to customers itself.Answer: E

79) Full-service retailers generally have the lowest costs of all retail types.

85) A franchise organization is a corporate retail organization.

91) Growth in the retail market is centered firmly in the middle market, leaving luxury retailers and discounting specialists struggling

97) In order to clearly differentiate themselves from competitors, retailers must keep

merchandise and prices always consistent

103) Accepting telephone and mail orders is an example of the ancillary services that a retailer offers.

109) Merchant wholesalers are independently owned businesses that take title to the merchandisethey handle.

115) As inventory draws down, management must know at what stock level to place a new order.This

stock level is called the order point

118) List and explain the four service levels offered by retailers

Answer: Retailers meet widely different consumer preferences for service levels and specific services The four levels of service usually offered by retailers are: (1) self-service, (2) self-selection, (3) limited service, and (4) full service

Self-service: Self-service is the cornerstone of all discount operations Many customers are willing to carry out their own "locate-compare-select" process to save money

Self-selection: Customers find their own goods, although they can ask for assistance

Limited service: These retailers carry more shopping goods and services such as credit and merchandise-return privileges Customers need more information and assistance

Full-service: Salespeople are ready to assist in every phase of the "locate-compare-select" process Customers who like to be waited on prefer this type of store The high staffing cost, along with the higher proportion of specialty goods and slower-moving items and the many services, result in high-cost retailing

Page Ref: 448

Objective: 1

AACSB: Analytic skills

Difficulty: Easy