A) Opportunities can be foreseen.
B) The initial time and labor investment is low.
C) Crises can be avoided.
D) The elements of a retail strategy can be coordinated.
17. The use of micromarketing is an example of which target marketing strategy?
A) undifferentiated marketing
B) mass marketing
C) concentrated marketing
D) differentiated marketing
18. A major benefit of a thorough trading-area analysis is that it allows a retailer to ___ _
A) increase sales at branch stores with high trading-area overlap
B) better match its target market profile with a medium's circulation
C) increase the degree of trading overlap among branch units
D) better understanding of an area's lifestyles
19. A major disadvantage to an isolated store location is that ___ _
A) competition with adjacent retailers is high
B) on an ongoing basis, many people will not travel very far to shop in just one store
C) rental costs are generally relatively high
D) leases can restrict store operations and merchandise carried
20. Which unplanned shopping district has at least one department store and a number of
specialty and convenience stores?
A) string
B) central business district
C) secondary business district
D) regional shopping center
SECTION C
TRUE OR FALSE
(20x1=20 Marks)
Use Table A on page 7 to answer and detach, hand in with your answer sheet.
No.
Question
1.1
Manufacturers, wholesalers, and importers perform retail activities when they sell
goods and services to final consumers.
1.2
A retailer that uses a "bricks-and-clicks" strategy consisting of traditional stores, as well
as a Web site, engages in multi-channel retailing.
1.3
The perishability of services prevents the shifting of services from low to high demand
periods.
1.4
Customer loyalty programs are based on the concept of reinforcing a consumer's
purchasing activity.
1.5
Consumerism is a broader concept than social responsibility.
1.6
Consumers' perceived store images for a retailer and its competitors can be visualized
through use of a positioning map.
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