Retailing Management 10th Edition By Michael Levy -Test Bank

Retailing Management 10th Edition By Michael Levy -Test Bank

Retailing Management, 10e (Levy)

Chapter 3   Multichannel and Omnichannel Retailing

1) Omnichannel retailing is a coordinated multichannel retail offering that provides a seamless and synchronized customer experience, using all of the retailer’s shopping channels.

Answer:  TRUE

Explanation:  Omnichannel retailing refers to a coordinated multichannel retail offering that provides a seamless and synchronized customer experience, using all of the retailer’s shopping channels. These various channels run in collaboration and effectively

Difficulty: 2 Medium

Topic:  Single-Channel vs. Multi-Channel Retailers

Learning Objective:  03-01 Understand the channels used by retailers.

Bloom’s:  Remember

AACSB:  Communication

Accessibility:  Keyboard Navigation

2) Direct selling is a retail channel where salespeople interact with customers face-to-face.

Answer:  TRUE

Explanation:  Direct selling is a retail channel in which salespeople interact with customers face-to-face in a convenient location, either at a customer’s home or at work. Direct salespeople demonstrate merchandise benefits and/or explain a service, take an order, and deliver the merchandise.

Difficulty: 2 Medium

Topic:  Relative Benefits of Retail Channels

Learning Objective:  03-02 Compare the relative strengths of the major retail channels: stores; Internet, mobile, and social; and catalog and other nonstore channels.

Bloom’s:  Remember

AACSB:  Communication

Accessibility:  Keyboard Navigation

3) Automated retailing is a retail channel in which merchandise or services are stored in a machine and dispensed to customers.

Answer:  TRUE

Explanation:  Automated retailing is a retail channel in which merchandise or services are stored in a machine and dispensed to customers when they deposit cash or use a credit card. Automated retailing machines, also known as vending machines, are typically placed at convenient, high-traffic locations.

Difficulty: 1 Easy

Topic:  Nonstore Retail Channels

Learning Objective:  03-02 Compare the relative strengths of the major retail channels: stores; Internet, mobile, and social; and catalog and other nonstore channels.

Bloom’s:  Remember

AACSB:  Analytic

Accessibility:  Keyboard Navigation

4) M-commerce should be approached by retailers the same as e-commerce.

Answer:  FALSE

Explanation:  The mobile channel (also called mobile retailing, mobile commerce, or m-commerce), implies accessing the Internet using a tablet or smartphone. From a retailing perspective, smartphones differ from traditional computers in that they are more portable, have a smaller display, and are location-aware. As a result of these factors, they produce a different interface experience with the user

Difficulty: 3 Hard

Topic:  Nonstore Retail Channels

Learning Objective:  03-02 Compare the relative strengths of the major retail channels: stores; Internet, mobile, and social; and catalog and other nonstore channels.

Bloom’s:  Understand

AACSB:  Analytic

Accessibility:  Keyboard Navigation

5) Stores offer immediate gratification to customers.

Answer:  TRUE

Explanation:  Customers can use merchandise immediately after they buy it in stores. Thus, when customers have a fever or need a last-minute gift, for example, they do not have to wait a day or two for the delivery of a prescription from Drugstore.com or a gift from Amazon.com.

Difficulty: 2 Medium

Topic:  Relative Benefits of Retail Channels

Learning Objective:  03-02 Compare the relative strengths of the major retail channels: stores; Internet, mobile, and social; and catalog and other nonstore channels.

Bloom’s:  Remember

AACSB:  Analytic

Accessibility:  Keyboard Navigation