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1 | |
Catalog Age, as reported in the text, found that consumers shop online for reasons similar to those for shopping from catalogs. The major reason consumers shop online and from catalogs is due to: |
| | A) | unique merchandise selection. |
| | B) | no time to go to the store. |
| | C) | convenience. |
| | D) | impulse. |
| | E) | all of the above were reported as equally important reasons for shopping online and from catalogs. |
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2 | |
Which of the following is NOT an example of in-home shopping? |
| | A) | Direct-mail shopping. |
| | B) | Television shopping. |
| | C) | Internet shopping. |
| | D) | Catalog purchases. |
| | E) | all of the above are examples. |
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3 | |
When making a purchase decision, a consumer can follow the sequence: |
| | A) | brand selection first, outlet selection second. |
| | B) | outlet selection first, brand selection second. |
| | C) | outlet and brand selection simultaneously. |
| | D) | all of the above. |
| | E) | a and b. |
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4 | |
For a target market using a "brand first/outlet second" decision sequence, a retailer should: |
| | A) | employ margin management on shelf space/displays. |
| | B) | use co-op advertising featuring brands. |
| | C) | place heavy emphasis on location selection. |
| | D) | a and b only. |
| | E) | a, b, and c. |
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5 | |
For a target market using an "outlet first/brand second" decision sequence, a retailer should: |
| | A) | use imagery advertising. |
| | B) | use appropriate pricing. |
| | C) | employ margin management on shelf space. |
| | D) | a and b only. |
| | E) | a, b, and c. |
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6 | |
Which of the following is NOT a store attribute that affects store choice? |
| | A) | store image. |
| | B) | store size. |
| | C) | store location. |
| | D) | store advertising. |
| | E) | all of the above affect store choice. |
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7 | |
Spillover sales refer to: |
| | A) | sales made at one store because of crowds in a nearby store. |
| | B) | sales of additional items to customers who came to purchase an advertised item. |
| | C) | accessory sales made because a major item was purchased. |
| | D) | sales made at one store to customers who came to an area to visit another store. |
| | E) | none of the above. |
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8 | |
The price a consumer retrieves from memory to compare with a presented price is termed: |
| | A) | a cognitive price. |
| | B) | an internal reference price. |
| | C) | a perceptual price. |
| | D) | a recall price. |
| | E) | none of the above. |
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9 | |
A retailer who puts up a sign that says "Catcher's mitts regularly $229.99, now only $179.99!" has used: |
| | A) | a cognitive price. |
| | B) | a recall price. |
| | C) | a perceptual price. |
| | D) | an external reference price. |
| | E) | none of the above. |
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10 | |
The retail gravitation model predicts, in part, the impact of _____ on market share. |
| | A) | store price level |
| | B) | store image |
| | C) | relative advertising level |
| | D) | store location |
| | E) | all of the above |
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11 | |
Multi-channel shoppers rarely browse/search in one channel and use that information to make a purchase in another channel. |
| | A) | True |
| | B) | False |
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12 | |
Unplanned purchases are purchases consumers make in a retail outlet that are different from those they planned to make prior to entering that retail outlet. |
| | A) | True |
| | B) | False |
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13 | |
A shopping style that puts particular emphasis on certain activities or shopping motivations is call a shopping perspective. |
| | A) | True |
| | B) | False |
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14 | |
Consumers are more willing to travel longer distances to shop for a luxury car than for deodorant. |
| | A) | True |
| | B) | False |
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15 | |
A $20 savings on a $395 item should show the percentage savings but not the dollar savings. |
| | A) | True |
| | B) | False |
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