零售习题英文Word文件下载.docx

零售习题英文Word文件下载.docx

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d.advertisingagency

Moderate;

p.8）

4.Aretailercollectsanassortmentofgoodsandservicesfromvarioussources,buysinlargequantities,andsellsinsmallamountstofinalconsumers.Thisisreferredtoas_____.

a.one-stopshopping

b.theretailconcept

c.retailtransactionalefficiency

d.thesortingprocess

5.Thesortingprocesshelpsfinalconsumersby_____.

a.allowingstorecredit

b.providingone-stopshoppingconvenience

c.operatinglonghours

d.providingdeliveryservices

6.Thesortingprocesshelpsmanufacturersby_____.

a.payingonthebasisofwhengoodsareshipped,notsold

b.offeringanassortmentofgoodsthatarecollectedfromalargenumberofsuppliers

c.enablingone-stopshopping

dbuyinglargeordersatonetime

p.7）

7.Aretailersellstocustomersthroughtraditionalretailstores,mail-ordercatalogs,andaWebsite.Thisillustrates_____.

a.single-channelretailing

b.thesortingprocess

c.multi-channelretailing

d.theimportanceofimpulseretailing

（c;

p.9）

8.Aretaileroftenmustlimititsselectionofbrandsin_____distribution.

a.wide

b.intensive

c.selective

d.exclusive

p.10）

9.Whichformofdistributionhastheeffectofmostseverelylimitingamanufacturer’slong-runsalespotential?

a.intensivedistribution

b.selectivedistribution

c.dualdistribution

d.exclusivedistribution

10.Amanufacturerseekingtomaximizeitssalesshouldutilize_____distribution.

a.intensive

b.dual

c.exclusive

d.selective

（a;

11.Competitionamongretailerssellingthesamegoodsandservicesishighestinwhichformofdistribution?

b.exclusivedistribution

c.selectivedistribution

d.verticalintegration

p.11）

12.Supplierssellthroughamoderatenumberofretailersin_____distribution.

d.intensive

e.exclusive

p.10/11）

13.Aretailstrategyis_____.

a.theoverallplanguidingaretailfirm

b.thechoiceandsatisfactionofatargetmarket

c.anintegratedeffortbyaretailer

d.agoal-directedeffortbyaretailer

p.12）

14.Whichstatementconcerningretailingisnotcorrect?

a.Retailinginvolvesbothgoodsandservices.

b.Retailingmustinvolvearetailer.

c.Directsellingispartofretailing.

d.Retailingisthefinalstageinachannelofdistribution.

15.Withoutthesortingprocess,finalcustomerswould_____.

a.notpurchasegoodsonimpulse

b.notreceivecredit

c.havetoshopatindividualmanufacturers

d.reducethenumberoftransactionsnecessarytocompleteapurchase

16.Consumersareabletoshopina“one-stopshoppingenvironment”duetothe_____.

a.increasedsizeofstores

b.developmentoffranchising

c.sortingprocess

d.developmentofprototypestores

17.Aretailerisabletoappealtodifferenttargetmarkets,aswellasreachconsumersinmultipleplaces,throughengagingin_____.

a.Websales

b.multi-channelretailing

c.relationshipretailing

d.verticalintegration

18.Channelcooperationandcontrolisgreatestwhen_____.

a.intensivedistributionisutilized

b.selectivedistributionisutilized

c.exclusivedistributionisutilized

d.manufacturersownandoperatetheirownretailingfacilities

19.Amanufacturerseekingmaximumretailercooperationshouldutilizewhichformofdistribution?

a.exclusivedistribution

b.intensivedistribution

d.dualdistribution

20.Thepotentialforchannelconflict（duetothehighpowerofaretailerrelativetoamanufacturer）isleastinwhichformofdistribution?

a.dualdistribution

d.intensivedistribution

21.Conveniencegoodsaregenerallymarketedusing_____distribution.

a.dual

b.exclusive

c.selective

True-False

22.Retailingisanintermediatestageinthechannelofdistribution.

（F;

23.Mailandtelephoneorders,directselling,andvendingmachinesalesarenotpartofretailing.

24.Thelargestretailerintheword（intermsofsales）isWal-Mart

（T;

p.3）

25.Throughthesortingprocess,aretailercollectsanassortmentofgoodsandservicesfromvarioussuppliersandoffersthemtocustomersinsmallquantities.

（T;

26.Aretailerusesmultipleretailformatsinmulti-channelretailing.

27.Generally,amanufacturercanmaximizeitslong-runsalespotentialthroughtheuseofintensivedistribution.

282.Retailersseektoincreaseimpulsepurchasesthroughpoint-of-purchasedisplaysandattractivestorelayouts.

29.Acustomer’ssatisfactionwitharetailer’scustomerservicedependsonexpectationsandpastexperience.

p.18）

Chapter2

1.Alloftheactivitiesandprocessesthatprovideacertainvalueforthecustomerarereferredtoas_____.

a.avaluechain

b.customerservice

c.avaluedeliverysystem

d.relationshipretailing

p.25）

2.Thecustomerbase,customerservice,customersatisfaction,andloyaltyprogramsanddefectionratesarecomponentsof_____.

a.theAmericanConsumerSatisfactionIndex（ACSI）

b.customersatisfaction

c.themarketingconceptappliedtoretailing

d.relationshipretailing

p.28）

3.Aretailercanrewarditsbestcustomersthrough_____.

a.everydaylowpricing

b.manufacturer-sponsoredcoupons

c.customerloyaltyprograms

d.contestsandsweepstakes

p.36）

4.Whichstatementconcerningvalueisnotcorrect?

a.Valueisbasedonshoppers’perceptions.

b.Valueisbasedonperceivedbenefitsreceivedversusthepricepaid.

c.Valuerelatestotangibleproductdimensions.

d.Aprice-orientedshopperseekslowprices.

5.Acustomerloyaltyprogramispartof_____.

a.relationshipretailing

b.customersatisfaction

c.transactionalretailing

d.revolvingcredit

True-False-Terminology/Concept

6.Relationshipretailingisbasedonthebuildingandmaintenanceoflong-termrelationshipswithprofitablecustomers.

7.Thevaluechainconceptrelatestoachannelofdistribution.

8.Aretailerconcernedwithrelationshipretailingshouldconcernitselfwithattractingandkeepingnewcustomers.

p.36）

9.Customerloyaltyprogramsarebasedontheconceptofreinforcingaconsumer’spurchasingactivity.

10.Asimplecustomerloyaltyprogramcanbebasedon“payforninecarwashes,getthe10thcarwashforfree.”

11.Thecentralpremiseofavaluedeliverysystemisthateachchannelmemberisindependentofeachother.

12.Theconceptsofintangibility,variability,andinseparabilityaremostapplicabletonongoodsservices.

p.40）

13.Point-of-salescanningequipmentenablesretailerstodevelopup-to-datesalesandinventoryreports.

p.）

Essay

14.Differentiatebetweentheterms“value”andthe“valuechain.”

（Moderate;

pp.20-22）

Fromthecustomer’sperspective,Valueistheperception（知觉）thattheshopperhasofthevaluechain（价值链）.

Aretailvaluechainrepresentsthetotalbundleofbenefitsofferedbyachannelofdistribution.Itcomprisesstorelocation,customerservice,theproducts/brandscarried,productquality,prices,theretailer’simage,andsoforth.

15.Describethefourfactorsofrelationshipretailing.

thesefactorsshouldbeconsidered:

thecustomerbase,customerservice,customersatisfaction,andloyaltyprogramsanddefectionrates.

Chapter3

1.Anoverallframeworkofactionthatguidesaretailerisits_____.

a.missionstatement

b.corporatephilosophy

c.retailtactics

d.retailstrategy

p.54）

2.Eachofthestepsinaretailstrategyis_____.

a.interdependentwithothersteps

b.independentofeachother

c.organizedonthebasisofstrategyandtactics

d.organizedbycompany,geographicregion

3.Thecandidevaluationoftheopportunitiesandpotentialproblemsfacingaprospectiveorexistingretailerisreferredtoas_____.

a.situationanalysis

b.implementationandanalysis

c.philosophyofbusiness

d.strategydetermination

p.55）

4.Aretailer’scommitmenttoatypeofbusinessandtoadistinctiveroleinthemarketplaceisits_____.

a.overallretailstrategy

b.organizationalmission

c.long-termplan

d.competitiveadvantage

5.Amajoradvantageofbuyinganestablishedbusinessversusstartinganewbusinessis_____.

a.flexibilityinlocation

b.thegenerationofongoingsalesandprofits

c.beginningwithanunknownnameandimage

d.havingtoestablishsupplierrelationships

p.58）

6.Inwhi