Angela approaches David Hughes, owner of Hughes Auto Parts, to talk about the possibility of adding a new line of products to his store. Angela tells David that the product is a line of high-quality driving sunglasses. She offers to set up the display, service and restock it weekly, and maintain billing and inventory records. She tells David that all she needs is a couple of square feet of space. Angela is in the business of serving retailers as a
A) general-line wholesaler.
B) specialty-line wholesaler.
C) rack jobber.
D) full-service merchant wholesaler.
E) cash-and-carry wholesaler.
Question 2Home Depot is a powerful retailer with a high-volume, low-price position. Therefore, Home Depot can exert pressure on manufacturers and suppliers to offer its staff various forms of trade-market promotions. These come in four major types:
a. couponing, cash allowances, incentives, and slotting fees.
b. incentives, allowances, training programs, and cooperative advertising.
c. case allowances, sweepstakes, couponing, and training programs.
d. slotting fees, point-of-purchase displays, consumer rebates, and merchandise allowances.
Question 3Fiona is employed by Hallmark Cards, Inc, where her responsibilities include maintaining displays of greeting cards in drugstores and discount stores. Her daily activities include straightening the cards, pulling outdated or slow sellers, and installing new cards. Fiona is called a(n) _____.
A) specialty-line wholesaler
B) full-service stocker
C) in-store maintainer
D) assembler
E) rack jobber
Question 4Which of the following is the fastest growing, most affluent subculture in the United States?
A) African Americans
B) Hispanics
C) Asian Americans
D) Native Americans
E) Italian Americans
Question 5A regional office supply store wants to understand and serve its customers better and compete with nationwide giants. It is looking for the most effective way to encourage repeat visits and build long-term loyalty in its customers, both individuals as well as businesses. What form of promotion would work best?
a. a mail sampling
b. a free premium
c. a newspaper coupon
d. a frequency program
Question 6A limited-line wholesaler would be expected to carry a ____ product mix.
A) wide and deep
B) wide and shallow
C) narrow and shallow
D) wide
E) narrow and deep
Question 7Which American subculture spends the highest proportion of its income on phone services, children's clothing, and shoes?
A) Native Americans
B) Hispanics
C) African Americans
D) Asian Americans
E) Americans over 65 years of age
Question 8The marketers at Kraft are currently focusing on building brand loyalty and considering a number of consumer-market sales promotion techniques. Which would work best at encouraging brand loyalty toward Kraft Macaroni and Cheese?
a. offering a 50-cent rebate on the purchase of a box of Kraft Macaroni and Cheese
b. offering a free case of Kraft Macaroni and Cheese with the proof-of-purchase for 15 boxes
c. having George Clooney eat Kraft Macaroni and Cheese in his next movie
d. placing a 1 off coupon for Kraft Macaroni and Cheese in Redbook magazine
Question 9Brad operates a wholesale company that specializes in providing a wide variety of services to its customers, which are all restaurants. He carries a wide assortment of restaurant equipment and cookware. Brad's business is a
A) mail-order wholesaler.
B) rack jobber.
C) general-line wholesaler.
D) specialty-line wholesaler.
E) limited-service wholesaler.
Question 10Market researchers for a local bakery determined that Jewish people consume 63 of the portion of bagels sold in New York City. This is an example of ____ influence on consumer buying decision processes.
A) demographic
B) situational
C) subcultural
D) role
E) social class
Question 11Businesses like to promote their products with rebates because they
a. build brand loyalty.
b. often don't get cashed in.
c. are more popular with consumers than coupons.
d. require no maintenance.
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