Principles of Marketing, 17e, Global Edition (Kotler/Armstrong)
Chapter 13 Retailing and Wholesaling
1) ________ includes all the activities involved in selling products or services directly to final
consumers for their personal, nonbusiness use.
A) Franchising
B) Retailing
C) Brokering
D) Wholesaling
E) Disintermediation
Answer: B
Skill: Concept
Objective: LO 13.1: Explain the role of retailers in the distribution channel and describe the
major types of retailers.
Difficulty: Easy
2) Many institutions, including retailers, wholesalers, and ________ do retailing.
A) schools
B) government agencies
C) factory farmers
D) manufacturers
E) defense contractors
Answer: D
Skill: Concept
Objective: LO 13.1: Explain the role of retailers in the distribution channel and describe the
major types of retailers.
Difficulty: Easy
3) Retailers connect brands with consumers in the ________ phases of the buying process.
A) need identification
B) evaluation of alternatives
C) final
D) information gathering
E) post-purchase
Answer: C
Skill: Concept
Objective: LO 13.1: Explain the role of retailers in the distribution channel and describe the
major types of retailers.
Difficulty: Easy
4) ________ involves using in-store promotions and advertising to extend brand equity to "the
last mile" and encourage favorable point-of-purchase decisions.
A) Differentiation
B) Shopper marketing
C) Social media marketing
D) Retailer marketing
E) Segmentation
Answer: B
AACSB: Analytical thinking
Skill: Concept
Objective: LO 13.1: Explain the role of retailers in the distribution channel and describe the
major types of retailers.
Difficulty: Easy
5) ________ creates a seamless cross-channel buying experience that integrates in-store, online,
and mobile shopping.
A) Shopper marketing
B) Point-of-purchase marketing
C) Social media marketing
D) Virtual marketing
E) Omni-channel retailing
Answer: E
Skill: Concept
Objective: LO 13.1: Explain the role of retailers in the distribution channel and describe the
major types of retailers.
Difficulty: Easy
6) Retailers are classified on characteristics including the amount of service they offer, the
breadth and depth of their product lines, how they are organized, and ________.
A) the relative prices they charge
B) the number of locations they have
C) the strength of their Internet presence
D) their sustainability and environmental policies
E) the stability of their financial situation
Answer: A
Skill: Concept
Objective: LO 13.1: Explain the role of retailers in the distribution channel and describe the
major types of retailers.
Difficulty: Moderate
7) At Neiman Marcus, a first-class department store, customers shop for high-end products and
they are assisted in every phase of the shopping process. Neiman Marcus is a ________.
A) full-service retailer
B) limited-service retailer
C) self-service retailer
D) specialty store
E) superstore
Answer: A
AACSB: Application of knowledge
Skill: Concept
Objective: LO 13.1: Explain the role of retailers in the distribution channel and describe the
major types of retailers.
Difficulty: Moderate
8) ________ is a type of service offered by those retailers who serve customers that are willing
to perform their own "locate-compare-select" process in order to save money.
A) Limited-service
B) Self-service
C) Full-service
D) Specialty-service
E) Wholesaling
Answer: B
AACSB: Analytical thinking
Skill: Concept
Objective: LO 13.1: Explain the role of retailers in the distribution channel and describe the
major types of retailers.
Difficulty: Easy
9) ________ are retailers that offer sales assistance because they carry more shopping goods
about which customers might need information.
A) Self-service retailers
B) Full-service retailers
C) Off-price retailers
D) Limited-service retailers
E) Specialty-service retailers
Answer: D
AACSB: Analytical thinking
Skill: Concept
Objective: LO 13.1: Explain the role of retailers in the distribution channel and describe the
major types of retailers.
Difficulty: Easy
10) Which type of retailer usually carries more specialty goods at high prices and is more likely
to provide customers with assistance in every phase of the shopping process?
A) self-service retailer
B) limited-service retailer
C) full-service retailer
D) independent retailer
E) off-price retailer
Answer: C
AACSB: Application of knowledge
Skill: Concept
Objective: LO 13.1: Explain the role of retailers in the distribution channel and describe the
major types of retailers.
Difficulty: Easy
11) At JCPenney, a mid-level department store, customers shop for moderately priced products
and they are assisted in some phases of the shopping process. JCPenney is a ________.
A) full-service retailer
B) limited-service retailer
C) self-service retailer
D) specialty store
E) superstore
Answer: B
AACSB: Application of knowledge
Skill: Concept
Objective: LO 13.1: Explain the role of retailers in the distribution channel and describe the
major types of retailers.
Difficulty: Moderate
12) Which type of retailer is most likely to require its employees to focus most on assisting
customers as they shop?
A) self-service retailer
B) full-service retailer
C) off-price retailer
D) limited-service retailer
E) convenience retailer
Answer: B
AACSB: Application of knowledge
Skill: Concept
Objective: LO 13.1: Explain the role of retailers in the distribution channel and describe the
major types of retailers.
Difficulty: Easy
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