Retail Marketing
Mock Exam
Course Introduction
Retail Marketing explores the strategies and practices essential for successfully marketing goods and services directly to consumers within the retail environment. This course covers topics such as consumer behavior, market segmentation, retail location, store layout, merchandising, pricing, promotion, and digital transformation in retail settings. Students will gain insight into the evolving landscape of both brick-and-mortar and online retail, learning how to develop effective marketing plans, enhance the customer experience, and respond to current industry trends and challenges. The course combines theoretical concepts with practical applications through case studies and real-world examples, preparing students for careers in the dynamic field of retail marketing.
Recommended Textbook
MKTG 4th Canadian Edition by Hair
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Page 2
Chapter 1: An Introduction to Marketing
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Sample Questions
Q1) Which of the following is an example of the principle of customer exchange?
A)customer satisfaction
B)customer marketing
C)customer relationship management
D)customer value
Answer: D
Q2) Researchers at PPG Industries spent time, effort, and money developing a bluish windshield that would let in filtered sunlight but block out the heat. Little market research was done, but the scientists were convinced this new product would be better than the existing windshields. This suggests PPG most likely has which type of orientation?
A)exchange
B)production
C)sales
D)customer
Answer: B
Q3) Describe a real company that has a societal marketing orientation.
Answer: All should select a company that exists not only to satisfy customers' wants and needs and meet organizational objectives, but also to preserve or enhance individuals' or society's long-term best interests.
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Page 3
Chapter 2: The Marketing Environment, Social Responsibility, and Ethics
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Sample Questions
Q1) Canada excels at applied research and is weak when it comes to basic research.
A)True
B)False
Answer: False
Q2) When Universal Studios Japan opened, health inspectors discovered they had piped industrial-use water not suitable for drinking into the drinking fountains. The problem was costly to repair. In this example, which of the following factors are responsible for the repair costs?
A)social factors
B)economic factors
C)political and regulatory factors
D)cultural factors
Answer: C
Q3) Which of the followingusually leads to an increase in purchasing power?
A)an increase in gross income
B)an increase in social class
C)an increase in disposable income
D)an increase in the cost of living
Answer: C
Page 4
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Chapter 3: Strategic Planning for Competitive Advantage
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Sample Questions
Q1) Refer to the scenario. Armani identified a large and growing segment of the market that wanted a luxury lifestyle by conducting which of the following?
A)market diversification analysis
B)market audit
C)social audit
D)market opportunity analysis
Answer: D
Q2) Marketing strategy involves the activities of selecting and describing one or more target markets and developing and maintaining a marketing mix that will produce mutually satisfying exchanges with target markets.
A)True
B)False
Answer: True
Q3) What is one of the goals of business-level planning?
A)to make sure sales increase
B)to formulate strategies focusing on the 4Ps
C)to make tactical decisions
D)to choose the right target markets
Answer: B
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Chapter 4: Developing a Global Vision
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Sample Questions
Q1) The Group of Twenty was brought together in 1999 to accomplish what task?
A)to bring together industrialized and developing economies to discuss foreign issues
B)to bring together national companies to discuss trade
C)to promote national growth
D)to increase the GDP of developing countries
Q2) The pricing component of the marketing mix presents some unique problems and challenges in global marketing. Name and discuss three pricing considerations unique to global marketing.
Q3) An important factor in the global external environment that has become more evident in the past decade is the shortage of natural resources. Choose two different natural resources and describe how shortages of each of these resources affect global trade.
Q4) The Canadian magazine industry accused US magazine publishers selling the magazines in Canada at a lower price than in the United States. What is the name for this practice?
A)dumping
B)offloading
C)boycotting
D)repatriating
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Chapter 5: Marketing Research
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Sample Questions
Q1) Refer to the scenario. The yes/no questions about listening to particular stations are an example of which type of questions?
A)dichotomous
B)scaled response
C)open ended
D)double barrelled
Q2) What is the chief advantage of primary data?
A)low cost compared to secondary data
B)relevant to the problem at hand
C)available to any interested party for use
D)accessible through computerized databases
Q3) Which of the following best describes the marketing research problem?
A)It is information oriented.
B)It involves determining what resources will be used in research efforts.
C)It is action driven.
D)It does not rely on managerial experience.
Q4) List three reasons that a manufacturer of health and beauty aids might want to use Internet marketing research as opposed to some other method for marketing research.
Q5) What is competitive intelligence? How is it used? Provide an example.
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Chapter 6: Consumer Decision Making
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Sample Questions
Q1) Which of the following does NOT directly influence consumer levels of involvement in the purchase process?
A)consumer's level of education
B)previous experience with the product
C)buyer's interest in the category
D)social visibility of the purchased item
Q2) Toro introduced a small, lightweight snow blower called the Snow Pup. Even though the product worked well, sales failed to meet expectations because consumers perceived the name to mean that the Snow Pup was a toy or too light to do any serious snow removal. This illustrates how which of the following can influence the consumer decision-making process?
A)selective distortion
B)incorrect problem recognition
C)lifestyle dissonance
D)socialization
Q3) Which of the following statements best describes reference groups?
A)Reference groups stimulate, but do not constrain, consumption behaviour.
B)Reference groups have strong influence on all brands and product purchases.
C)A person can belong to only one reference group.
D)Reference groups serve as information sources and influence perceptions.
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Chapter 7: Business Marketing
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Sample Questions
Q1) When two or more items are used in combination to produce a final product, which type of demand are they said to have?
A)derived demand
B)inelastic demand
C)joint demand
D)fluctuating demand
Q2) When the demand for packaged beer fell by 8 percent in one year, the demand for aluminum beer cans and glass beer bottles also fell. This demand for beer containers is an example of which type of demand?
A)fluctuating demand
B)inelastic demand
C)elastic demand
D)derived demand
Q3) Why did the Canadian government create Networks of Centres of Excellence?
A)to build friendship and trust
B)to bring together government and industry funding
C)to build better trade negotiations
D)to understand how other countries do business
Q4) Are strategic alliances a purely North American phenomenon? Explain your answer.
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Chapter 8: Segmenting, Targeting, and Positioning
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Sample Questions
Q1) The final step in market segmentation is selecting segmentation descriptors
A)True
B)False
Q2) Pharmaceutical firms market many brands of cold remedies with highly similar ingredients. The primary difference among the brands are their promotions that emphasize that various brands will treat different symptoms, such as runny noses, headaches, and fever. This strategy is best classified as which of the following?
A)concentrated segmenting
B)segment differentiation
C)multisegment targeting
D)multiple-use product marketing
Q3) Almost all cell phones sold in Canada are sold at subsidized prices, with expensive plans. Almost all cell phones sold in Europe are sold at full price with cheaper plans. A cell phone manufacturer knowing this information could use which type of segmentation when selling its phones internationally?
A)geographic
B)economic
C)demographic
D)benefit
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Page 10
Chapter 9: Customer Relationship Management CRM
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Sample Questions
Q1) What is the focus of Stage 2 in the CRM cycle?
A)technology to identify customers
B)marketing research tools that are used
C)tools and concepts offering types of solutions
D)data mining
Q2) To initiate Stage 2 of the CRM cycle, what must a company do first?
A)identify customer relationships with organizations
B)choose the technology needed for the project
C)build the strategies
D)set the goals of the project
Q3) What could a catalogue retailer use to determine consumers' buying habits?
A)data mining
B)information search
C)evoked sets
D)an information environment
Q4) Refer to the scenario. Why did the organization use CRM marketing?
A)to cross-sell other products
B)to design targeted marketing communications
C)to increase effectiveness of its distribution strategy
D)to define customer service
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Chapter 10: Product Concepts
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Sample Questions
Q1) A product line is a group of products that are closely related for which of the following reasons?
A)Products share the same product managers.
B)Products all function in a similar manner and provide similar benefits.
C)The same company developed the idea for each product.
D)Products are all sold under the same brand name.
Q2) Cell phones are seen by consumers to differ in quality, style, suitability, and lifestyle compatibility. Comparisons between these products are often quite difficult because they may have unique features and different levels of quality and price. What would cell phones be classified as?
A)product goods
B)convenience goods
C)homogeneous shopping products
D)heterogeneous shopping products
Q3) What is the offering at the heart of an organization's marketing program?
A)brand equity
B)quality
C)warranty
D)product
Q4) List and briefly define the three different types of cobranding.
Page 12
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Chapter 11: Developing and Managing Products
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Sample Questions
Q1) For years, the Lacoste brand of clothing has targeted 40-something male consumers. Today, it targets both male and female fashion-conscious consumers in their 20s with everything from moon boots to shearling coats. Which strategy is being implemented?
A)niche
B)new-product-line
C)retargeting
D)repositioning
Q2) Victorinox has long manufactured Swiss Army knives and recently developed a line of upscale Swiss Army watches. Which strategies did Victorinox use to create new products?
A)new-to-the-world product
B)new product line
C)repositioned product
D)discontinuous innovation product
Q3) The makers of Jameson Irish whiskey believe its product has reached market saturation. This would imply that Irish whiskey is in the maturity stage of its product life cycle.
A)True
B)False
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Chapter 12: Services and Nonprofit Organization Marketing
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Sample Questions
Q1) Vera is designing a promotional strategy for a company that provides premium boarding services for pampered animals. Her promotions should use personal information sources and stress the tangible cues associated with the service.
A)True
B)False
Q2) What is nonprofit organization marketing? How does nonprofit marketing affect economic activity in Canada?
Q3) The Ritzy Canine Carriage House is a doggy hotel. The lobby features a crystal chandelier, brocade-patterned wallpaper, gold-framed mirrors, and antique chairs. Why are the facilities at the Ritzy Canine very upscale in design?
A)to cope with the problems of service perishability
B)to cope with the problems of service homogeneity
C)to cope with the problems of service intangibility
D)to cope with the problems of service inseparability
Q4) Name and briefly describe the three categories of pricing objectives for services.
Q5) Explain how non-profit organizations are using social media to promote their organizations.
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Page 14
Chapter 13: Setting the Right Price
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Sample Questions
Q1) Hudson owns a company that installs in-ground swimming pools. He gives large discounts to homeowners who have pools built in October or November. This is an example of a seasonal discount.
A)True
B)False
Q2) What type of geographic pricing policy would a marketing manager most appropriately choose for the following products: (1) nationally advertised bubble gum, (2) rebuilt engines for jet airplanes, and (3)bulk amounts of a rare spice harvested from a single mountain in Canada and used in high-priced restaurants? Justify your answers, and specify any assumptions you used to arrive at your answer.
Q3) The Toronto Convention and Visitors Association offers tourists a promotion in which they can buy one night in a Toronto hotel, and two tickets to a theatrical production for a single price (a lower price than if the components were purchased separately). Which pricing technique is the Toronto Convention and Visitors Association using?
A)price lining
B)psychological pricing
C)price bundling
D)bait pricing
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Chapter 14: Marketing Channels and Supply Chain Management
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Sample Questions
Q1) A manufacturer of sewing machines has decided to implement just-in-time manufacturing. What can the manufacturer expect?
A)increased inventory control staff
B)more frequent deliveries and reduced inventory
C)finished product quality reductions
D)a need for more sources of supply as backup suppliers
Q2) Surj has just inherited his small family farm. He is new to the business and knows little about finding customers for cattle as well as wheat grown on the farm. What channel type would you recommend he use?
A)agent/brokers
B)wholesale distributers
C)retail specialists
D)national grocery chains
Q3) What is Taco Bell using when it sells its products to students through school cafeterias?
A)an agent/broker channel
B)multiple channels
C)a nontraditional channel
D)a strategic channel alliance
Page 16
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Chapter 15: Retailing
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Sample Questions
Q1) With Arby's, Jiffy Lube, Baskin-Robbins, and Sylvan Learning Centres, the franchisee buys the right to use the franchisor's approach to doing business. These are examples of which of the following?
A)trade name franchising
B)product franchising
C)business format franchising
D)franchise wholesaling
Q2) A specialty store is not only a type of store, but also a method of retail operations. Describe the specialty store strategy. Then name two examples of specialty stores.
Q3) Define retailing. Name two ways that retailing affects people.
Q4) What types of operations are small neighbourhood florists, shoe stores, and ethnic food markets most likely to be?
A)franchise outlets
B)membership clubs
C)chain stores
D)independent retailers
Q5) Describe three strategies that will assist retailers to recover from lapses in service.
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Chapter 16: Marketing Communication
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Sample Questions
Q1) When Vincent saw Mike's new Iron Horse Yakuza Aniki mountain bike, Vincent immediately knew he wanted to own one just like it someday. According to the AIDA concept, which stage did Vincent enter?
A)action
B)attention
C)interest
D)desire
Q2) Through its large-scale buying efforts, market research practices, and transport practices, Walmart is able to ensure that it keeps its prices low. What do these unique features provide Walmart with?
A)competitive advantage
B)marketing mix
C)special benefit
D)promotional plan
Q3) Which of the following, to a source, is a receiver's response to a message?
A)decoded
B)noise
C)feedback
D)static filled
Q4) What is integrated marketing communications (IMC)? How is IMC implemented?
Page 18
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Chapter 17: Advertising, Public Relations, and Direct Response
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Sample Questions
Q1) Which type of advertising has the advantages of being both timely and geographically flexible?
A)television
B)newspaper
C)outdoor
D)catalogue
Q2) A candy manufacturer estimates the product's new advertising campaign will reach 1,750,000 people and will cost $400,000 if the company uses radio and newspaper, and $6.5 million if it uses television. What does the company's decision seem to rest on?
A)flexibility
B)cost per contact
C)noise level
D)life span
Q3) What is public relations? What is publicity?
Q4) List and briefly describe the three basic types of media scheduling. Give an example of a product that would be likely to use each of these types of scheduling.
Q5) Name and briefly define the two major types of advertising.
Page 19
Q6) Why does Scotiabank sponsor the Scotiabank Giller Prize?
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Chapter 18: Sales Promotion and Personal Selling
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Sample Questions
Q1) Why have packaged-goods marketers such as Kellogg's and Betty Crocker recently increased their use of coupons?
A)intense competition and the introduction of new products
B)the growth of frequency programs
C)POP activities
D)user incentives from retailers
Q2) What is sales promotion? What are the objectives of sales promotion?
Q3) Which of the following is most likely to generate sales leads?
A)direct mail and telephone marketing programs
B)cold calling
C)reorders
D)networking
Q4) Which of the following involves determining which sales prospects have a recognized need, buying power, and receptivity and accessibility?
A)prospect examination
B)customerization
C)lead reciprocity
D)lead qualification
Q5) Compare and contrast relationship selling and traditional personal selling.
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Chapter 19: Social Media and Promotion
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Sample Questions
Q1) A blog has strict limits on the length of posts.
A)True
B)False
Q2) What can much of the growth in social news sites be attributed to?
A)the ability to post and connect with other like users
B)new tools such as iPads and smartphones
C)new technology uses for social media
D)the proliferation of new websites such as Flickr and Reddit
Q3) Marina, a professional blogger, freelances for a hobby store. She regularly posts product reviews for the store. She also liaises with the marketing team to promote the store's latest products. What is Marina's blog an example of?
A)a group blog
B)a microblog
C)a corporate blog
D)a journal blog
Q4) What is the largest social network for gaming by far?
A)Twitter
B)LinkedIn
C)MySpace
D)Facebook
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