Chap 6

1. 1When it begins, a retailer often relies on [blank_start]single[blank_end]-channel retailing, whereby it sells to consumers through one retail format. That one format may be store-based or nonstore-based. As the firm grows, it may turn to [blank_start]multi[blank_end]-channel retailing, whereby a retailer sells to consumers through multiple retail formats.

   1. Asingle
   2. Bmulti
2. 2[blank_start]Omni[blank_end]-channel: Customer experiences a brand, not a channel. There is a single view on the customer and he is serviced consistently across all channels.
   

   1. AOmni
3. 3A [blank_start]cross[blank_end] channel customer swiftly navigates through various different channels to complete the same purchase. For example, they may receive a newsletter featuring a specific product and decide to read a more in-depth description on a website. Yet, the final purchase of the same product is made in a physical store.
   

   1. Across
4. 4In [blank_start]direct[blank_end] marketing, a customer is first exposed to a good or service through a nonpersonal medium (direct mail, TV, radio, magazine, newspaper, computer, or tablet) and then orders by mail, phone, or fax - and increasingly by computer, smartphone, or tablet.
   

   1. Adirect
5. 5Direct marketing has a number of strategic business advantages:
   [blank_start]Reduced[blank_end] costs = [blank_start]lower[blank_end] prices
   Huge [blank_start]geographic[blank_end] areas can be covered inexpensively and efficiently
   Customers shop conveniently
   Specific consumer segments are pinpointed
   Consumers may sometimes legally avoid sales [blank_start]tax[blank_end]

   1. AReduced
   2. Blower
   3. Cgeographic
   4. Dtax
6. 6Direct marketing also has its limits:
   Products cannot be [blank_start]examined[blank_end] before purchase
   Firms may [blank_start]underestimate[blank_end] costs
   Successful catalogs often draw purchases from less than 10% of recipients
   [blank_start]Clutter[blank_end] exists

   1. Aexamined
   2. Bunderestimate
   3. CClutter
7. 7[blank_start]Data[blank_end]-base retailing is a way to collect, store, and use relevant information about customers.
   

   1. AData
8. 8 A direct marketing strategy has 8 steps:
   1. Business [blank_start]definition[blank_end]
   2. Generating [blank_start]customers[blank_end]
   3. [blank_start]Media[blank_end] selection
   4. Presenting the message
   5. Customer [blank_start]contact[blank_end]
   6. Customer [blank_start]response[blank_end]
   7. Order fulfillment
   8. [blank_start]Measuring[blank_end] results & maintaining the data base

   1. Adefinition
   2. Bcustomers
   3. CMedia
   4. Dcontact
   5. Eresponse
   6. FMeasuring
9. 9Direct [blank_start]selling[blank_end] includes both personal contact with consumers in their homes (and other nonstore locations such as offices) and phone solicitations (telemarketing) initiated by a retailer.
   

   1. Aselling
10. 10A [blank_start]vending machine[blank_end] is a cash or card operated retailing format that dispenses goods (such as beverages) and services (such as electronic arcade games). It eliminates the use of sales personnel and allows 24-hour sales.
    

    1. Avending machine

11. 11These are some distinctive features of airport retailing:
    
    There is a large group of prospective shoppers. In an average year, a big airport may have 20 million or more people passing through its concourses. In contrast, a typical regional shopping mall attracts 5 million to 6 million annual visits.
    
    Air travelers are a temporarily [blank_start]captive[blank_end] audience at the airport and looking to fill their waiting time, which could be up to several hours. They tend to have [blank_start]above[blank_end]-average incomes.
    
    Replenishing merchandise and stocking shelves may be difficult at airport stores because they are physically removed from delivery areas and space is limited.
    
    The sales of gift items and [blank_start]forgotten[blank_end] travel items, from travelers not having the time to shop elsewhere, are excellent. Brookstone, which sells garment bags and travel clocks at airport shops, calls these products “[blank_start]I forgot[blank_end]” merchandise.
    
    Passengers are at airports at all times of the day. Thus, [blank_start]longer[blank_end] store hours are possible.
    
    There is much tighter [blank_start]security[blank_end] at airports than before, which has had a dampening effect on some shopping.
    

    1. Acaptive
    2. Babove
    3. Cforgotten
    4. DI forgot
    5. Elonger
    6. Fsecurity

Descrição

Retail Marketing & Distribution Quiz sobre Chap 6 , criado por Laura C em 15-09-2016.

Autor

Laura C

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English

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