Chapter 17 Retail and MultiChannel Marketing

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Retailing
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set of business activities that add value to products and services sold to consumers for their personal or family use.
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Multichannel Marketing
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involves selling in more than one channel ( e. g., store, catalog, and Internet).
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Choosing Retailing Partners
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Channel Structures, Customer Expectations, Channel Member Characteristics, Distribution Intensity,
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Selective Distribution
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relies on a few selected retail customers in a territory to sell products.
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Types of Retailers
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Food Retailers, General Merchandise Retailers, Service Retailers
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Conventional Supermarket
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self- service retail food store of-fering groceries, meat, and produce with limited sales of nonfood items, such as health and beauty aids and general merchandise. (Food Retailer)
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Supercenters
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large stores ( 185,000 square feet) that combine a supermarket with a full- line discount store.(Food Retailer)
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Warehouse Clubs
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large retailers ( 100,000- 150,000 square feet) that offer a limited and irregular assortment of food and general merchandise, little service, and low prices to the general public and small businesses. (Food Retailer)
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Convenience Stores
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provide a limited variety and assort-ment of merchandise at a convenient location in 3,000- 5,000 square foot stores with speedy checkout. (Food Retailer)
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Department Stores
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retailers that carry a broad variety and deep assortment, offer customer services, and organize their stores into distinct departments for displaying merchandise. (General)
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Full-line Discount Stores
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retailers that offer a broad variety of merchandise, limited service, and low prices.(General)
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Specialty Stores
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concentrate on a limited number of comple-mentary merchandise categories. (General)
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Drugstores
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specialty stores that concentrate on pharmaceuticals and health and personal grooming merchandise. (General)
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Extreme Value Retailers
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small, full- line discount stores that offer a limited merchandise assortment at very low prices. (General)
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Exclusive co-brand
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a brand that is developed by a national brand vendor, often in conjunction with a retailer, and is sold exclusively by the retailer. (Product of 4 P’s)
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Mobile Commerce
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product and service purchases through mobile devices. (Promotion)
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Co-op Advertising
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help defray the costs of advertising by paying all or a portion of the advertising’s production and media costs, an agreement (Promotion)
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Share of Wallet
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the percentage of the customer’s purchases made from that par-ticular retailer. (Promotion)
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Benefits of Stores for Consumers
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Browsing, Touching and Feeling Products, Personal Service, Cash and Credit Payment, Entertainment and Social Experience, Immediate Gratification, & Risk Reduction
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Benefits of the Internet
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Broader Selection, Personalization, & Expand Market Presence.
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Effective Multichannel Retailing
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Integrated CRM, Brand Image, & Pricing, Supply Chain.
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Integrated CRM
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centralized customer data warehouse that houses a complete history of each customer’s interaction with the retailer, regard-less of whether the sale occurred in a store, on the Internet, or on the telephone.

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