Retail Marketing Test Questions
Course Introduction
Retail Marketing explores the strategies and techniques used by retailers to attract and retain customers in a competitive marketplace. The course covers key concepts such as retail market segmentation, consumer behavior, merchandise management, store layout, pricing strategies, branding, and the integration of digital channels. Students will learn how to analyze retail environments, develop effective marketing plans, and leverage technology to enhance the customer experience. Through case studies and real-world applications, the course equips students with the skills needed to succeed in various retail sectors, from brick-and-mortar stores to e-commerce platforms.
Recommended Textbook
Marketing 6th Edition by Dhruv Grewal
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19 Chapters
2792 Verified Questions
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Page 2
Chapter 1: Overview of Marketing
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Sample Questions
Q1) How does value cocreation provide additional value to customers?
Answer: Value cocreation not only involves the customer,it also offers the opportunity to explain unmet needs the firm can address.Within the broader framework of value-based marketing,the customer will probably gain greater benefits from the product or service since it will meet more of the customer's needs.
Q2) The prevailing marketing strategy of the __________ era was to find customers for inventories that went unsold.
A) production-oriented
B) sales-oriented
C) market-oriented
D) value-based marketing
E) retailing-oriented
Answer: B
Q3) Marketing advises production about how much of the company's product to make and then tells supply chain mangers when to ship it.
A)True
B)False
Answer: True
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3
Chapter 2: Developing Marketing Strategies and a Marketing Plan
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Sample Questions
Q1) Firms are typically more successful when they focus on opportunities that build on their strengths relative to those of their competition.
A)True
B)False
Answer: True
Q2) Craig sees that his company's quarterly sales and profits are significantly above projections and says,"That's great.Let's keep doing what we've been doing." Craig is ignoring the __________ step of the marketing planning process.
A) evaluate performance
B) define the business mission
C) perform situation analysis
D) implement marketing mix and resources
E) identify and evaluate opportunities
Answer: A
Q3) Of what use is a sustainable competitive advantage to a firm?
Answer: Establishing a sustainable competitive advantage makes it hard for competitors to enter a market or attract a firm's customers.The advantage should be difficult to copy and should be something that can be maintained over time.
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Chapter 4: Conscious Marketing,corporate Social Responsibility,and Ethics
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Sample Questions
Q1) Of the types of social media identified in the text,Flickr is considered a thought-sharing site.
A)True
B)False
Q2) The focus of social media efforts targeted at customer interaction is building connections.
A)True
B)False
Q3) You are the owner of a new deli that encourages customers to "build their own sandwiches." What social and mobile media tools could you use to enhance your business?
Q4) Marketers that include ethical policies and standards in the firm's mission or vision statements are introducing these concepts at which stage of the strategic marketing planning process?
A) implementation phase
B) control phase
C) planning phase
D) evaluation phase
E) idea generation phase
Page 5
Q5) Distinguish between business ethics and marketing ethics.
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Chapter 5: Analyzing the Marketing Environment
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Sample Questions
Q1) As a retail clothing store manager,Randy frequently asks his staff what customers are saying and what they are asking for.He also attends the quarterly clothing show at the regional merchandise mart.Randy's efforts will likely help him
A) avoid cognitive dissonance.
B) implement just-in-time marketing promotions.
C) identify potential opportunities.
D) avoid the need to understand regional culture.
E) achieve cost savings.
Q2) Which of the following is an example of greenwashing?
A) A company markets a product made from recycled glass bottles.
B) A company charges more for a hybrid car than for a similar gas model.
C) A company donates money to a school reading project so it can advertise itself as environmentally friendly.
D) The Smiths installed energy-saving lightbulbs in their rental apartment buildings.
E) The corner Laundromat stocks only phosphate-free detergent in its vending machines.
Q3) Describe Digital Natives,and explain the impact of technological advances on this group.
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Chapter 6: Consumer Behavior
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Sample Questions
Q1) The shared meanings,beliefs,morals,values,and customs of a group of people constitute its
A) reference group.
B) family.
C) culture.
D) cognitive frame.
E) evoked set.
Q2) Why is it dangerous for marketers to set unrealistically high consumer expectations?
Q3) Though he has never owned a Jaguar,Jerry thinks they are poorly made and have many mechanical problems.For Jaguar to sell Jerry a car,the company would need to change the __________ component of Jerry's attitude.
A) social
B) affective
C) functional
D) cognitive
E) physiological
Q4) Naomi knows that habitual purchasers make great customers for her coffee shop.How can Naomi attract and maintain habitual purchasers?
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Chapter 7: Business-To-Business Marketing
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Sample Questions
Q1) Unlike manufacturers,__________ buy products from other businesses but do not significantly alter the form of the products they buy before selling them.
A) producers
B) consumers
C) resellers
D) raw materials suppliers
E) gatekeepers
Q2) Business-to-business marketing involves buying and selling goods or services by all of the following except
A) manufacturers.
B) consumers.
C) retailers.
D) producers.
E) wholesalers.
Q3) A buying center whose members reach a decision based on a collective agreement is known as an autocratic buying center.
A)True
B)False
Q4) How are the B2B and B2C buying processes different?
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Chapter 8: Global Marketing
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Sample Questions
Q1) In parts of Europe,including Belgium,Italy,Spain,Greece,and France,sales are allowed only twice a year,in January and June or July.
A)True
B)False
Q2) A publishing company plans to outsource its production-related tasks to a BRIC country.They are assessing opportunities and are attracted to this country due to its population of young,well-educated,technically-skilled workers who are fluent in English.
A) Russia
B) China
C) Brazil
D) India
E) Chile
Q3) Tariffs protect domestic producers by
A) making imported products more expensive.
B) increasing brand recognition.
C) reducing the cost of production.
D) offering subsidies to exports.
E) avoiding regulation.
Q4) What are the risks associated with global franchising?
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Chapter 9: Segmentation,targeting,and Positioning
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Sample Questions
Q1) With access to the Internet nearly universal in the United States,many potential market segments have become more
A) substantial.
B) perceptive.
C) identifiable.
D) reachable.
E) quantifiable.
Q2) After assessing the market growth potential and market competitiveness in Mexico for his company's baby products,Harmon wanted to evaluate market access.To do this,Harmon would consider
A) ease of accessing or developing distribution channels and brand familiarity.
B) the current size of the market and the expected growth rate.
C) ease of pricing control and number of promotional outlets.
D) the number of competitors, entry barriers, and product substitutes.
E) profitability and customer buying behavior.
Q3) Identify two methods used in segmenting markets and give an example of a situation where each might be used.
Q4) Which of the segmentation attractiveness criteria is assumed by the statement,"Build it,and they will come"?
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Chapter 10: Marketing Research
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Sample Questions
Q1) When survey data are analyzed in depth to determine consumer attitudes toward a product,this is an example of sentiment mining.
A)True
B)False
Q2) Which of the following types of research would be considered quantitative research?
A) experimental research
B) observational research
C) focus group research
D) social media monitoring
E) in-depth interviews
Q3) If a cable television company had 100 million subscribers at the end of the year,and 2 million of its subscribers left its service,it would have a churn rate of
A) 1 percent.
B) 2 percent.
C) 5 percent.
D) 10 percent.
E) 20 percent.
Q4) What kinds of internal information might be of value to a marketing researcher?
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Chapter 11: Product,branding,and Packaging Decisions
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Sample Questions
Q1) In the case of Band-Aid adhesive bandages,the brand name has A) successfully employed private-label branding.
B) distinctive brand substitutability.
C) grown through private-label branding.
D) become synonymous with the product itself.
E) avoided brand extensions.
Q2) It is almost impossible to watch a sporting event on television without seeing Nike's "swoosh" check mark,which is Nike's
A) name.
B) symbol.
C) design.
D) term.
E) theme.
Q3) All of the following scenarios illustrate a reason why a firm would eliminate an item within a product line except
A) the firm decided to refocus marketing efforts elsewhere.
B) the firm must respond to evolving markets.
C) the product undermined its own brand.
D) the product being eliminated is unprofitable.
E) the firm has decided to capture new markets.
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Chapter 12: Developing New Products
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Sample Questions
Q1) During the ___________ stage of the product life cycle,firms either position themselves for a niche segment of diehard consumers or they completely exit the market.
A) introduction
B) leveling
C) maturity
D) growth
E) decline
Q2) The process by which the use of a new product or service spreads throughout a market group is referred to as
A) new product introduction.
B) lead user dispersion.
C) diffusion of innovation.
D) the product life cycle.
E) product development diffusion.
Q3) Explain the concept of outsourcing product development,and give an example of when this would be a good idea.
Q4) Describe your actions (or someone you know)in a situation where you (or they)were an innovator in the diffusion of innovation curve.
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Chapter 13: Services: the Intangible Product
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Sample Questions
Q1) All of the following are included in the five dimensions used by consumers to determine overall service quality except
A) assurance.
B) reliability.
C) acceptability.
D) responsiveness.
E) empathy.
Q2) One afternoon,the clerk at the customer service desk of a large retail store got bored and started stating different return policies to each customer.Customers waiting in line and overhearing the different policies would probably feel that the store's handling of returns lacked
A) procedural fairness.
B) variability.
C) organizational fairness.
D) intangibility.
E) explanatory fairness.
Q3) One professor was known for never teaching the same course the same way twice.Which difference between a product and a service does this represent? How could the professor use this to his or her advantage?
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Page 14
Chapter 14: Pricing Concepts for Establishing Value
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Sample Questions
Q1) Which of the following is the most logical example of complementary products?
A) hot dogs and hamburgers
B) VCRs and DVD players
C) hot dogs and hot dog buns
D) Honda cars and Toyota cars
E) a university and a corporation
Q2) All of the following are included in the full price of a product or service except A) taxes.
B) shipping.
C) travel costs.
D) the price of alternative products and services.
E) value of the consumer's time.
Q3) Price is the only part of the marketing mix that does not generate costs.
A)True
B)False
Q4) The demand curve for prestige products generally slopes downward due to higher prices.
A)True
B)False
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Chapter 15: Supply Chain and Channel Management
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Sample Questions
Q1) Retailers use _______ to get rid of slow-moving or obsolete merchandise.
A) markdowns
B) slotting allowances
C) price lining
D) rebates
E) seasonal allowances
Q2) A pricing strategy and a pricing tactic are essentially the same thing.
A)True
B)False
Q3) Bill desperately needed tires for his car,and he found an ad with an incredibly low price.When he got there,he found out that those tires had supposedly sold out,and he was pressured into buying tires that were more expensive than he wanted.Bill found out later that Marcelo had the same experience at the store a few weeks earlier.It's quite possible that both Bill and Marcelo had become the victim of a deceptive pricing tactic known as
A) loss-leader pricing.
B) desperation selling.
C) bait and switch.
D) off-season deceptions.
E) inventory reduction pricing.
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Chapter 16: Supply Chain and Channel Management
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Sample
Questions
Q1) In a(n)__________ marketing channel,none of the participants have any control over the others.
A) cooperative
B) corporate
C) contractual
D) administered
E) conventional
Q2) In a(n)__________ marketing channel,several independent members each attempt to satisfy their own objectives and maximize their profits,often at the expense of the other members.
A) cooperative
B) independent
C) contractual
D) administered
E) corporate
Q3) Radio frequency identification (RFID)tags automatically transmit information about a container's contents or individual products.
A)True
B)False
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Page 17
Chapter 17: Retailing and Omnichannel Marketing
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Sample Questions
Q1) Retailing is defined as the set of business activities that
A) focuses on a firm's core values.
B) focuses on transactions, but not relationships.
C) add value to products and services sold to consumers for their personal or family use.
D) separates wholesaling from manufacturing.
E) occurs only in brick-and-mortar space.
Q2) Customers interacting with omnichannel retailers most desire a(n)________ experience.
A) unique
B) speedy
C) distinctive
D) inexpensive
E) seamless
Q3) Of the following retailers,the best example of a category killer is
A) Dollar General.
B) Staples.
C) Kohl's.
D) Target.
E) Costco.
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Page 18
Chapter 18: Integrated Marketing Communications
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Sample Questions
Q1) A firm that places an emphasis on developing and maintaining positive relationships with the media is focusing on a(n)________ strategy.
A) personal selling
B) mobile marketing
C) advertising
D) direct marketing
E) public relations
Q2) The basic goal of integrated marketing communications is to
A) communicate the value proposition to the target market.
B) create desire.
C) manipulate consumers.
D) outspend competitors.
E) tell the world about your company.
Q3) A major factor contributing to the growth in the use of direct marketing IMC efforts is A) reduced government regulation of deceptive advertising practices.
B) expanded use of personal selling.
C) a shift from objective-and-task to rule-of-thumb budgeting.
D) increased use of credit and debit cards, and online shopping by consumers.
E) the reduction in IMC noise, allowing for a decreased lagged effect.
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Chapter 19: Advertising,public Relations,and Sales
Promotions
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Sample Questions
Q1) An advertising plan is crucial to an ad campaign because it
A) is the basis for sales commissions.
B) is required by the accounting department.
C) offers insights into the creative leadership of mass media buyers.
D) will later be used to measure the success or failure of the campaign.
E) stimulates demand for a product category.
Q2) The __________ is the combination of media used and the frequency of advertising in each medium.
A) media plan
B) media buy
C) media mix
D) communications tactical plan
E) communications operational plan
Q3) Because advertising is the most visible form of marketing,
A) many people think of marketing and advertising as synonymous.
B) it is the most important part of a marketing mix.
C) everyone prefers to be in advertising.
D) marketing budgets always emphasize advertising over other forms of communication.
Page 20
E) it is the largest source of employment opportunities for marketing graduates.
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Chapter 20: Personal Selling and Sales Management
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Sample Questions
Q1) The best way for sales managers to instill ethical behavior in the sales force is to
A) provide extensive ethical training.
B) use only straight salary and no commissions.
C) employ a sales ethics forecaster.
D) never use telemarketing.
E) lead by example.
Q2) Warren has just finished his sales presentation.He knows that half the battle is asking questions.What is the other half?
Q3) The internal monthly magazine and blog at the cosmetics firm Mary Kay serve as _____________ for employees; the magazine and blog are outlets for not only selling advice but also company-wide recognition of individual salespeople's accomplishments.
A) nonfinancial rewards
B) financial rewards
C) bonuses
D) commissions
E) salary increases
Q4) What kinds of ethical problems can be created by corporate sales policies?
Q5) What basic rule should be used in creating sales evaluation criteria?
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