Strategic online partnerships to enhance its branding

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Reference no: EM132304307

1. What did multichannel retailer L.L. Bean do to overcome the problem of conveying quality to its customers?

Featured a winner of America’s Next Top Model on its catalog cover.

Decided to partner with a fashion designer to add a new line of merchandise to its catalog.

Put an interactive fly-fishing display in it stores.

Cut out a part of its catalog cover so customers could assess the quality of a fleece fabric featured on a page 3 item.

2. Within a portfolio, brands

Compete against each other

Are part of a team and not lone fighters

Offer products in different categories

Are substituted by new ones when not performing well.

3. Which is a benefit of multi-channel marketing?

Reduction of marketing investments

More touch points to collecting data

Dilution of customer attentions onto different channels

None if the listed is a benefit for firms

4. Effective distribution practices help retailers’ cross-channel selling. Which of the following is a successful cross-channel practice?

Online order pick up in stores by customers.

Price discrepancy between channels.

Restricting SKUs for catalog orders

Private-label goods sales

5. What statement is accurate regarding the guidelines for designing effective e-mails?

Opt-out e-mail programs work best.

Long messages work well.

Since everyone gets e-mail, it is not considered essential for retailers to segment the market.

Sending a personalized email.

6. According to the J.C. Williams Group, there are three structural models for multichannel organizational formats. In which of the following structures are the decision-making and response times usually quicker?

Fully integrated

Independent

Semi-integrated

Team structure

7. If a retailer of bicycles in Seattle decided to expand its stores into other geographic areas where cycling is a popular sport, which strategy would it use?

Market penetration

Market development

Diversification

Product development

8. What multichannel retailer is best known for its development of strategic online partnerships to enhance its branding?

House of Fraser

Amazon.com

Toys R Us

Victoria’s Secret

9. When an online retailer sends you a sale notice that greets you using your name in the ad, this shows the retailer is attempting to increase its:

Conversion rates

Click-through rates

Customization and personalization.

Pay-per-click rates

Reference no: EM132304307

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