Reference no: EM132252156
1. The ____________ says that retailers should offer low prices to get faster turnover and greater sales volumes by appealing to larger markets.
A. Wheel of retailing theory
B. Production concept
C. Mass-merchandising concept
D. Sales concept
E. Primary industry theory
2. Compared to conventional retailers, which of the following types of retailers added more convenience, while reducing product assortment?
A. specialty shops
B. category killers
C. vending machines
D. mass-merchandisers
E. super warehouses
3. The _____ says that new types of retailers enter the market as low-status, low-margin, low-price operators and then, if successful, evolve into more conventional retailers offering more services with higher operating costs and higher prices.
A. production concept
B. wheel of retailing theory
C. mass-merchandising concept
D. sales concept
E. break-even analysis
4. The main difference between merchant wholesalers and other wholesalers is that they:
A. are more aggressive at selling than agent wholesalers.
B. offer fewer wholesaling functions.
C. have the lowest operating expenses as a percent of sales.
D. own (take title to) the products they handle.
E. are willing to perform retailing functions also.
5. Capitol Periodical Distributors is a wholesaler providing assistance to retailers that want to carry books and magazines. A retailer provides Capitol with a certain amount of floor space, and Capitol uses the space to install display racks. Capitol fills the racks with magazines and books that would be suitable for the retailer's target market. Every week a representative from Capitol comes in to remove any outdated publications and refill the racks. This practice helps the retailer serve its customers better than if the retailer tried to manage the books and magazines itself. Capitol Periodical Distributors is a:
A. specialty wholesaler.
B. drop-shipper.
C. catalog wholesaler.
D. rack jobber.
E. cash-and-carry wholesaler.
6. The main difference between agent wholesalers and merchant wholesalers is:
A. the kind of selling they do.
B. that agent wholesalers do not own the products they sell-while merchant wholesalers do.
C. that no agent wholesalers physically handle products-while all merchant wholesalers do.
D. their attitudes regarding the marketing concept.
E. There is no difference-an agent wholesaler IS a merchant wholesaler.
7. "Promotion" includes:
A. personal selling, mass selling, and sales promotion.
B. mass selling and sales promotion.
C. sales promotion and personal selling.
D. None of these choices is correct.
8. Personal selling:
A. Is indirect written communication between buyers and sellers.
B. Is indirect spoken communication between buyers and sellers.
C. Is not usually combined with other aspects of promotion in the total marketing mix.
D. Gets immediate feedback from consumers.
E. Is one of the least expensive components of the communications program.
9. "Personal selling:"
A. involves direct spoken communication between sellers and potential customers.
B. costs less than advertising for reaching a large, widespread market.
C. tries to communicate with many customers at the same time.
D. refers to "promoting" at trade shows, demonstrations, and contests.
E. All of these alternatives for "personal selling" are correct.
10. MASS SELLING, in contrast to personal selling:
A. is less expensive when the target customers are numerous and scattered.
B. doesn't provide immediate feedback.
C. is less flexible in adapting to customers' needs and attitudes.
D. All of these alternatives are correct