Chapter 16

Question 1

Customer Touchpoints

Answer 1

Every point of interaction in all forms is a touchpoint.

Question 2

Go to the customer

Answer 2

by providing quick and convenient access via a sound customer service delivery strategy.

Question 3

Customer interface 24/7

Answer 3

Some form of access to company should always be available

Question 4

Retailers add value for consumer by…

Answer 4

Offering variety, making available in consumer purchase quantities, maintaining inventory levels, making additional services available to consumers.

Question 5

Assortment

Answer 5

Breadth/Depth of merchandise

Question 6

Differences in the value equation

Answer 6

Retailers must consider desired balance between price and value-adding benefits provided

Question 7

Advantages of stores retailing

Answer 7

personal contact, personal service, payment options, social experience, immediate fulfillment, reduced customer risk.

Question 8

Electronic commerce

Answer 8

refers to any action using electronic media to communicate with customers, facilitate the inventory, exchange, & distribution of g/s.

Question 9

Electronic Retailing

Answer 9

Communication and sale of products/services to consumers over the internet

Question 10

Advantages of e-retail

Answer 10

Extensive selection, considerable info available, build product communities, Individualized customer experience

Question 11

Disadvantages of e-retail

Answer 11

Easier for customers to “walk away,” security of personal data, reduced ability to sell features/benefits

Question 12

Retail Strat: Location

Answer 12

Consider: Characteristics of specific site, characteristics of surrounding area, estimated sales from a store at a specific location.

Question 13

Retail Strat: In-Store Experience

Answer 13

Consider: Shopping experience, sales experience (policies/payment methods), retailer experience (loyalty programs, other in-store services)