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business
retailing management

Questions and Answers of Retailing Management

3. Should Carrie ever think about firing Cliff? After all, his behavior in recent months had become a major concern. Support your reasoning.
2. If Cliff’s problem is really one of motivation, then what would you recommend that Carrie should do? Why?
1. What criteria should be used to judge the importance and necessity of having a weekly Saturday morning training meeting? Do they really motivate a sales force?
15. What is a value proposition? How does a retailer’s value proposition relate to customer retention and building profitable long-term relationships?
14. What factors in the retailer’s control have a positive effect on employee productivity?
13. If you were to go to work for a retailer today, what would be the most important supplemental benefit the retailer could offer you? Would this benefit change as your lifestyle changed?
12. What is customer relationship management, and how can it be used to develop more profitable customer relationships?
11. How can a retailer expect consumers to buy its products when its own employees shop elsewhere? As a result of this question, some clothing retailers have considered requiring that their employees
10. Why must training be an ongoing operation?
9. Explain why turnover is costly in retailing regardless of whether it is employee turnover or customer turnover.
8. Why might each of the following retailers—movie theater, hospital, amusement, theme park, and health club—desire to screen out certain customers? Employees?
7. Do a search on Google using your name and school (or hometown). Did you find anything that might embarrass you? What can you do about it?Now do the same on myspace.com.
6. Develop a list of predictor variables you would use to screen applicants for a sales position in (a) a jewelry department in a high-prestige department store, (b) a used-car dealership, (c) a
5. What are the sources that a department store could use to recruit employees? Would the same sources be effective for use by a cell phone retailer such as a Sprint store?
4. What does it mean to ‘‘empower’’ a retail employee? Give examples from your personal experience of situations where you felt a retail employee was not properly empowered.
3. In retailing, customers and employees are distinct groups and have little in common. Agree or disagree and explain your answer.
2. Should a retailer view its employees as a ‘‘cost’’ or as an ‘‘investment?’’Support your reasoning.
1. Explain why a retailer’s investment in having the inventory desired by its target market is not sufficient by itself to offer a sustainable competitive advantage over the competition.
4. Discuss how to compensate employees and offer customers a compelling value proposition.
3. Explain how to manage employees and customers to develop longterm profitable relationships.
2. Describe how to recruit both the right employees and the right customers to be the store’s partners.
1. Explain why intangible people resources can provide a more competitive advantage than tangible resources.
2. How should Tracy settle this issue with Tony? Tracy is beginning to think that perhaps Tony is correct. Perhaps if teenagers were prosecuted, some parents could get angry and stop shopping at
1. Is shoplifting just a cost of doing business? Doesn’t Peterson’s have an obligation to encourage ethical behavior, especially among teens?
17. Why is the retailer’s logo so important? Why isn’t the founder’s name a good choice for the name of a retail store?
16. Why are so many people purchasing the brand names of failed retailers?After all, aren’t they worthless?
15. Why is the background music so important to a store’s performance?
14. Which is more important in achieving retail sales—a store’s external or interior appearance?
13. What are the goals of interior and exterior design?
12. What is the psychology of merchandise presentation, and how is it used?Can it be used by e-tailers?
11. If retail space is such a scarce resource, then what is wrong with the mantra of ‘‘Stack it high, watch it fly’’ so as to stock more merchandise in the limited available space?
10. In what ways should new stores be designed differently from older stores so as to reflect the differences in Gen X and Gen Y customers?
9. Discuss the different uses of bulk or capacity futures and feature fixtures.
8. Describe the space-allocation planning process. How is this process different for updating an existing store versus opening a new store?
7. What is a planogram? Why must the vendor be involved in helping the retailer develop the planogram?
6. Identify the four main types of store layouts, discussing their differences and impact on customers.
5. Discuss the various types of space in a retail store, describing the role of each.
4. What is the 25-25-50 rule regarding endcaps? Why shouldn’t endcaps be 100-percent sale items?
3. What is the simple but powerful truism in retailing that store planners can follow to increase the space productivity of a store environment? Does this truism also hold true for e-tailers? Why?
2. What is merchandise presentation, and how does it impact sales?
1. Why is it important for retailers to use their stores as a means to excite their customers?
5. Explain the role of visual communications in a retail store.
4. Describe why store design is so important to a store’s success.
3. Describe how various types of fixtures, merchandise-presentation methods and techniques, and the psychology of merchandise presentation are used to increase the productivity of the sales floor.
2. Discuss the steps involved in planning the store.
1. List the elements of a store’s environment and define its two primary objectives.
5. What should be the key point for Kim to address in this memo?
4. Do you agree or disagree with the statement that ‘‘Reed’s seems to be a typical example of a retailer that doesn’t evaluate employees on their ability to serve the customer but on their
3. Is it a mistake to have too many part-time employees? Does this situation impact customer service? How?
2. If Reed’s were willing to spend more money to increase sales, should the retailer spend it on promotions to increase traffic or on training to increase the conversion rate?
1. Should JoBeth Brenholtz spend more time on the sales floor? Why?
13. Why is it so important that a retailer’s sales personnel be taught that each customer must be contacted by a sales associate each time the customer enters the store? Don’t some customers just
12. Why is selling so much more important for retailers of services than it is for retailers selling physical products?
11. What should retail salespeople know about customer choice criteria?
10. When you are shopping for yourself, do you appreciate it when the salesperson uses suggestion-selling techniques? Does the type of merchandise make a difference in your answer?
9. A men’s clothing store chain has analyzed the annual sales per salesperson in 10 of its stores nationwide. The sales per salesperson range from a low of $121,000 to a high of $248,000. Develop
8. Develop a list of predictor variables you would use to screen applicants for a sales position in (a) a jewelry department in a high-prestige department store, (b) a used-car dealership, (c) a
7. Shouldn’t all retailers seek to exceed their competition’s level of customer service? Explain the reasoning behind your answer.
6. How does the type of customer affect the level of customer service a retailer should offer?
5. Some discounters not only have a ‘‘no layaway’’ policy but also will only accept cash. They don’t accept checks or credit and debit cards. Will this hinder these stores in the
4. A major discounter was recently quoted as saying that he ‘‘no longer worries about dwell time. After all, low price is the only factor that drives sales.’’ Do you agree or disagree with
3. Should online customers expect the same type of service that bricks-andmortar customers get from retailers selling similar merchandise? Explain the reasoning behind your answer.
2. Should the level of service offered by a retailer be directly proportional to the gross margin obtained from the sale of the merchandise? In other words, the more profitable the item, the greater
1. Your store manager just told you that since profits have been falling over the past year, he has recommended to the owners that they could increase profits by cutting back further on customer
6. Understand the importance of a customer service audit.
5. Describe the retail selling process.
4. Describe the various management problems involved in retail selling, salesperson selection, and training and evaluation.
3. Explain how a retailer should determine which services to offer.
2. Describe the various customer services that a retailer can offer.
1. Explain why customer service is so important in retailing.
3. Since the press was copied on Ms. Stiles’ letter, should the mall copy them on its reply?
2. Does a retailer’s imposition of hard and fast rules cause bad PR? (After all, a breast cancer victim wearing a bandanna could hardly be mistaken for a gang member. The lack of hair, missing
1. If you were the marketing director for a retailer and received such a letter, would you have replied the same way as Ms. Barnes?
13. What can retail managers do to prevent bad publicity about their stores from circulating on the Internet?
12. What is publicity? Isn’t this always free to the retailer? How does publicity fit into a retailer’s promotional efforts?
11. What is sales promotion? How is it different from advertising?
10. How should a small-town retailer use the Internet?
9. From the creative standpoint, it is said that a retail ad should accomplish three goals. What are these goals, and is one of these more important than the others?
8. An old proverb claims, ‘‘Doing advertising without planning is like running a giant manure spreader; your advertising department throws words out the back faster than you can shovel money in
7. Some retailers decline a vendor’s offer of cooperative advertising; is this smart? After all, aren’t they passing up ‘‘free’’ money?
6. Describe the three methods available to the retailer for determining the amount to spend on advertising. Which one is the best one to use? Which one is most commonly used by small retailers?
5. Why don’t retailers list ‘‘increasing sales’’ as their number-one advertising objective?
4. What do you think is the most important short-term objective for a retailer: increase patronage from existing customers or attracting new customers? Explain the reasoning behind your answer.
3. Explain how a long-term promotional objective can affect the firm over the short run.
2. Why are the desired promotional outcomes for other members of a retailer’s supply chain different from the retailer’s promotional goals? Isn’t the marketing supply chain supposed to be a
1. What features should a retailer promote in its ads for national branded products? Are these the same features that should be promoted by the retailer for its private-label products?
4. Explain how retailers manage their sales promotion and publicity.
3. List the six steps involved in developing a retailer’s advertising campaign.
2. Describe the differences between a retailer’s long-term and shortterm promotional objectives.
1. Name the four basic components of the retailer’s promotional mix and discuss their relationship with other decisions.
4. What is the real issue here?
3. If a customer can go to a supermarket and purchase a combination bag of apples and oranges at a lower price than the oranges alone, throw away all the apples, and not be penalized, how can an
2. Should the airlines do anything to passengers who ‘‘jump ship?’’
1. Is the current airline pricing an example of variable or flexible pricing? Why did you choose your answer?
22. A buyer submits the following plans to his general merchandise manager:planned sales ¼ $135,000; planned initial markup ¼ 40 percent; planned reductions ¼ $41,000. Based on these projections,
21. The buyer for men’s shirts has a price point of $45 and requires a markup of 45 percent. What would be the highest price he should pay for a shirt to sell at this price point?
20. The buyer for the women’s sweater department has purchased wool sweaters for $35.69. She uses an odd pricing policy and wants to sell them at a 49-percent markup on selling price. At what price
19. Which markdown policy would be best for sporting goods? Explain your reasoning. Would your answer be the same for a specialty apparel store?
18. Somebody once said, ‘‘Buyers only need to take a markdown when they make mistakes. Therefore, good buyers should never have to take markdowns.’’ Do you agree with that statement? Explain
17. Why should a retailer plan on taking markdowns during a merchandising season?

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