Retail Management
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Course Introduction
Retail Management explores the fundamental principles and practices involved in operating and managing retail businesses. The course covers key topics such as retail strategy, store layout and design, merchandising, supply chain management, pricing, customer service, and the role of technology in modern retail environments. Students will learn how to analyze consumer behavior, develop effective marketing approaches, and address the challenges faced by retailers in a rapidly changing marketplace. Through case studies and real-world examples, the course equips learners with the skills necessary to make informed decisions and succeed in a variety of retail management roles.
Recommended Textbook
Consumer Behaviour Buying Having and Being 7th Canadian Edition by Michael Solomon
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15 Chapters
1842 Verified Questions
1842 Flashcards
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Chapter 1: An Introduction to Consumer Behaviour
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Sample Questions
Q1) In the early stages of development,what was the field of consumer behaviour known as? What important understanding of the exchange process does this change in name reflect?
Answer: In its early stages of development,the field of consumer behaviour was often referred to as buyer behaviour,reflecting an emphasis on the interaction between consumers and producers at the time of purchase. Marketers now recognize that consumer behaviour is an ongoing process,not merely what happens at the moment a consumer hands over money or a credit card and in turn receives a good or service.
Q2) Research has shown that Mexican firms are less likely to have formal codes of ethics and more likely to bribe public officials than are American or Canadian companies. This demonstrates that:
A) business practices can be unethical without being illegal.
B) social marketing is not important in Mexico.
C) cultural values and beliefs are important for determining what is considered ethical.
D) American and Canadian companies are more respectful than Mexican companies.
Answer: C
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3
Chapter 2: Perception
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132 Flashcards
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Sample Questions
Q1) Which of the following is NOT a technique that can be used to create contrast?
A) colour
B) position
C) novelty
D) cost
Answer: D
Q2) The main point of ________ is that the ratios,not the absolute differences,are important in describing the least perceptible differences in sensory discrimination.
A) Veber's law
B) Weber's law
C) rule of ratios
D) psychophysics
Answer: B
Q3) The principle of similarity means that consumers tend to group together objects that share physical characteristics; as an example,Coca-Cola,Sprite,and Dad's Old-Fashioned Root Beer are all "carbonated soft drinks."
A)True
B)False
Answer: True
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Page 4
Chapter 3: Learning and Memory
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Sample Questions
Q1) The Kraft Heinz Company is considering getting into the toilet paper business,which would be a new product line for them. This strategy is known as:
A) product modification.
B) family branding.
C) corporate repositioning.
D) product line extension.
Answer: B
Q2) How are unipolar emotions and mixed emotions different?
A) Mixed emotions have both positive and negative components, while unipolar emotions are either wholly positive or wholly negative.
B) Mixed emotions are either wholly positive or wholly negative, while unipolar emotions have both positive and negative components.
C) Mixed emotions lead to better recall of a situation than unipolar emotions.
D) They are not different. They refer to the same thing.
Answer: A
Q3) Identify the three components of the memory system.
Answer: There are three parts to the memory system: sensory,short term,and long term.
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5
Chapter 4: Motivation and Affect
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Sample Questions
Q1) The term mood congruency refers to the fact that:
A) judgments are often consistent with our existing mood state.
B) recall is more accurate when the same mood state is experienced at retrieval as at encoding.
C) we prefer products that are congruent with other products that we already own.
D) we prefer advertisements that are the same valence as the show we are watching.
Q2) Two terms often used to describe motivation are:
A) its strength and its duration.
B) its strength and its direction.
C) its magnitude and its force.
D) its magnitude and its feeling.
Q3) What is one way in which marketers take advantage of negative consumer mood states?
Q4) Why is Maslow's hierarchy of needs important to marketing?
Q5) What are the differences between emotions and moods?
Q6) Describe the top level of needs in Maslow's hierarchy.
Q7) What is sentiment analysis and how is it related to social media?
Q8) Describe the different types of consumer involvement.
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Chapter 5: The Self
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Sample Questions
Q1) One recent trend in our culture is for middle-aged women to get a tattoo. Which of the following best explains the reason for middle-aged women to act in this way?
A) to declare their outcast status
B) to express their desire to breakaway from their baby boomer parents
C) to express their desire to bond with their younger counterparts that are half their age
D) to celebrate a milestone such as a big birthday, a divorce, or becoming an "empty-nester"
Q2) Consumers who score high on a scale of public self-consciousness:
A) are interested in clothing and are heavy users of cosmetics.
B) are usually older than average, mostly 50 and over.
C) are unconcerned about what others say about them in private, behind their backs. D) go to great lengths to avoid appearing in public.
Q3) Past female body ratios of Barbie translated into 38-18-34. Today the Barbie doll is more realistic and represents the "average" female.
A)True
B)False
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Chapter 6: Personality, Lifestyles, and Values
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Sample Questions
Q1) What is personality?
Q2) What is materialism? What are some of the negative consequences of materialism?
Q3) What do marketers mean by the term "AIOs"?
Q4) In Freudian theory,the ________ is that part of the mind guided by the primary desire to maximize pleasure and avoid pain.
A) superego
B) ego
C) persona
D) id
Q5) IKEA sets up their outlets with various room designs for each room use. For example,there could be ten completely different kitchens on display,each one having its own look with cupboards,counters,appliances,and dishes. This is an example of:
A) co-branding.
B) product complementarity.
C) repositioning.
D) brand personification.
Q6) What are values? Why are values of interest to marketers?
Q7) What is motivational research?
Q8) Explain geodemography and how it relates to single-source data.
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Chapter 7: Attitudes
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Sample Questions
Q1) Fred is trying to understand why his customers feel the way they do about the speakers he sells. He first identifies what speaker attributes are important to his customers,and then analyzes the extent to which his customers believe his speakers contain those attributes. Finally,he identifies the relative importance of each attribute. Fred is utilizing a multi-attribute attitude model.
A)True
B)False
Q2) Zajonc's hierarchy of effects model involves:
A) cognition affect behaviour
B) behaviour affect cognition
C) affect behaviour beliefs
D) cognition behaviour affect
Q3) Some workers calling to raise money for a charity will purposely ask for more money than the person on the phone is willing to give. They then ask for the lower,but normal,contribution. The charity workers are attempting to create cognitive dissonance to their own advantage.
A)True
B)False
Q4) Describe the ABC model of attitudes.
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Chapter 8: Attitude Change and Interactive Communications
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Sample Questions
Q1) Two key characteristics of the source for persuasive purposes in marketing communications are:
A) credibility and experience.
B) credibility and attractiveness.
C) attractiveness and experience.
D) Q rating and believability.
Q2) What is the elaboration likelihood model of persuasion? Describe and discuss its features. What are the implications of the ELM for marketing promotions?
Q3) Compare and contrast hype versus buzz. Which would you like to encourage as a marketer?
Q4) Explain some of the situations in which rebellious or deviant celebrities can be an asset to a brand.
Q5) Under what circumstances should marketers stress the sources characteristics of credibility and/or attractiveness?
Q6) A match-up hypothesis refers to:
A) ad copy and target market.
B) website and retail store.
C) celebrity's image and product.
D) sender and receiver.
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Chapter 9: Individual Decision Making
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Sample Questions
Q1) Sylvester is a financially poor college student. He tries to make every purchase decision a wise one because of his economic situation. Based on the types of risk mentioned in the text,Sylvester's primary risk when making decisions would appear to be a psychological risk.
A)True
B)False
Q2) A small company,Graig Inventions,produced a pill that had the nutrient value of a healthy breakfast. They put it on the market as a substitute for breakfast for busy people. The product failed. Graig Inventions then marketed the pill as a diet product and it became very successful. What does the example best demonstrate?
A) The company did not position the product well. It was difficult to convince consumers that a pill was a breakfast on the superordinate level, but it did appear to fit within the category of diet pills.
B) The company confused a subordinate level with a basic level of categorization.
C) The company confused a normal level with a basic level of categorization.
D) The determinant attributes between diet pills and breakfast was not sufficiently strong.
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Chapter 10: Buying and Disposing
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Sample Questions
Q1) The perception of time is different in different cultures. In what cultural perception of time is someone most likely to get paid by the hour?
A) circular time
B) procedural time
C) linear separable time
D) occasion time
Q2) Kathy has decided to purchase a new Sony Home Theatre System with a 52" TV. She is at first uncertain what to do with the old 27" it is replacing. After some deliberation,she decides to keep it in case of emergency. This is an example of:
A) disposal options.
B) familiarity withdrawal.
C) cognitive dissonance.
D) postpurchase evaluation.
Q3) What is meant by the term "transumer?"
Q4) An example of consumer contamination is when Elsie gets bread crumbs in the margarine container.
A)True
B)False
Q5) What is lateral cycling?
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Chapter 11: Group Influence and Social Media
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Sample Questions
Q1) What is the self-designating method used for? How does it function and what are its advantages?
Q2) What are the basic characteristics of successful online communities?
Q3) What is guerrilla marketing? Give an example.
Q4) Dee's parents,although fairly well-off,always taught her the value of money,so Dee makes sure she puts money in a retirement account each month and pays her credit card bill on time. This type of influence is termed:
A) normative.
B) informational.
C) utilitarian.
D) value-expressive.
Q5) Use the concept of reactance to explain why independence and anticonformity are not the same thing.
Q6) In group decision-making contexts,the person who actually consumes the product or service is called the:
A) initiator.
B) user.
C) buyer.
D) influencer.
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Chapter 12: Income, Social Class, and Family Structure
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Sample Questions
Q1) In China,an economic decline is rapidly decreasing the size of the middle-class segment.
A)True
B)False
Q2) The total fertility rate is the average number of children that would be born per woman if all women lived to the end of their childbearing years and bore children according to a given fertility rate at each age.
A)True
B)False
Q3) Measuring social class within marketing research has been hampered by a major limitation of the available measures. Most social class instruments are:
A) based too much on income to be valuable in marketing.
B) badly dated and not as valid today as they once were.
C) based on education, which has not been shown to influence consumer behaviour.
D) biased toward sociological variables that have nothing to do with marketing.
Q4) Mary is a doctor. Mike is a garbage collector. How would we define them in terms of occupational prestige? How does this relate to their social class?
Q5) How does social class relate to consumer behaviour in China?
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Chapter 13: Subcultures
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Sample Questions
Q1) Describe the Chinese-Canadian ethnic subcultural group,demographically and by lifestyle,noting what consumer characteristics they have.
Q2) The much-heralded age segment known as the "baby boomers" refers to those persons born between:
A) 1945-1975.
B) 1944-1954.
C) 1940-1960.
D) 1947-1966.
Q3) The two largest ethnic groups in Canada are:
A) Caucasian and Asian.
B) British and French.
C) British and Chinese.
D) British and Indian.
Q4) It seems paradoxical,but teens want independence from their families at the same time they need to attach themselves to others to avoid being alone.
A)True
B)False
Q5) Describe the teen conflict identified by the Saatchi and Saatchi study as autonomy versus belonging.
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Chapter 14: Cultural Influences on Consumer Behaviour
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Sample Questions
Q1) When Disney made the gates to Disney Hong Kong feng shui compatible,they were using a(n):
A) transtheoretical perspective.
B) etic perspective.
C) emic perspective.
D) niche strategy.
Q2) In order to examine the degree to which consumers of two or more cultures are different or similar in terms of psychological,social,and cultural factors,a ________ should be conducted.
A) cross-cultural analysis
B) time-series research design
C) longitudinal study
D) market analysis
Q3) ________ occurs when foreign influences integrate with local meanings.
A) Back-translation
B) Creolization
C) Cross-cultural analysis
D) Global analysis
Q4) Ron is considering giving his girlfriend a lawn mower for a gift. Discuss the potential pros and cons of this idea.
Page 16
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Chapter 15: The Creation and Diffusion of Culture
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Sample Questions
Q1) Going from a 35 mm single-lens reflex camera to a digital camera would be mostly viewed as a dynamically continuous innovation.
A)True
B)False
Q2) When a song begins receiving wide airplay on radio stations,what stage of the fashion acceptance cycle is it in?
A) introduction stage
B) adoption stage
C) acceptance stage
D) climax stage
Q3) Social networking changes have prompted a movement away from:
A) consumerspace.
B) innovation.
C) the traditional music industry.
D) marketerspace.
Q4) Explain the concept of reality engineering and give an example.
Q5) A restaurant reviewer is part of the throughput sector.
A)True
B)False
Q6) What does coding mean to fashion? Why would something be undercoded?
Page 17
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