MARK 463 CHAPTER 6
CHAPTER 6
WEB, NONSTORE-BASED, AND OTHER FORMS OF NONTRADITIONAL RETAILING
CHAPTER 6
Single & Multiple Channel Retail Options Figure 6-1 p. 135
Direct Marketing: Nature, Evolution, and Implementation Figure 6-4 pp. 138-141
9 tips for Devising an Online Retailing Strategy Figure 6-9 p. 150
Multiple Choice - Terminology/Concept
1. A store-based retailer that uses the Web to expand its target market has evolved from _____ to _____. a. single-channel retailing; multi-channel retailing b. mass marketing; concentrated marketing c. differentiated marketing; mass marketing d. independent; a fully integrated vertical marketing system
2. Which of the following is not always an example of nonstore retailing? a. direct selling b. direct marketing c. airport retailing d. vending machines
3. The fastest-growing form of direct marketing is _____. a. direct selling b. vending machines c. airport retailing d. Web-based retailing
4. A customer orders products by mail, phone, or fax in _____. a. services retailing b. direct marketing c. direct selling d. retail catalog showrooms
5. Direct marketers can be divided into two categories: _____ and _____. a. general; specialty b. mail; phone order c. low-end; high-end d. store; nonstore-based
6. Which of the following is not a major benefit to direct marketing for a retailer? a. Startup costs can be very low. b. Customers are given a convenient method of shopping. c. A very large geographic area can be inexpensively covered. d. Products can be examined prior to purchase.
Multiple Choice - Terminology/Concept
7. Ease of entry into direct marketing is facilitated by _____. a. low capital requirements due to no need for stores b. the use of dual distribution channels c. the need for technological skills d. low paper and postage costs
8. Which of the following is a major limitation to direct marketing for a retailer? a. Startup costs are generally
WEB, NONSTORE-BASED, AND OTHER FORMS OF NONTRADITIONAL RETAILING
CHAPTER 6
Single & Multiple Channel Retail Options Figure 6-1 p. 135
Direct Marketing: Nature, Evolution, and Implementation Figure 6-4 pp. 138-141
9 tips for Devising an Online Retailing Strategy Figure 6-9 p. 150
Multiple Choice - Terminology/Concept
1. A store-based retailer that uses the Web to expand its target market has evolved from _____ to _____. a. single-channel retailing; multi-channel retailing b. mass marketing; concentrated marketing c. differentiated marketing; mass marketing d. independent; a fully integrated vertical marketing system
2. Which of the following is not always an example of nonstore retailing? a. direct selling b. direct marketing c. airport retailing d. vending machines
3. The fastest-growing form of direct marketing is _____. a. direct selling b. vending machines c. airport retailing d. Web-based retailing
4. A customer orders products by mail, phone, or fax in _____. a. services retailing b. direct marketing c. direct selling d. retail catalog showrooms
5. Direct marketers can be divided into two categories: _____ and _____. a. general; specialty b. mail; phone order c. low-end; high-end d. store; nonstore-based
6. Which of the following is not a major benefit to direct marketing for a retailer? a. Startup costs can be very low. b. Customers are given a convenient method of shopping. c. A very large geographic area can be inexpensively covered. d. Products can be examined prior to purchase.
Multiple Choice - Terminology/Concept
7. Ease of entry into direct marketing is facilitated by _____. a. low capital requirements due to no need for stores b. the use of dual distribution channels c. the need for technological skills d. low paper and postage costs
8. Which of the following is a major limitation to direct marketing for a retailer? a. Startup costs are generally