CSS Chapter 1 Practice Quiz

What is the primary goal of retailing?

• To ensure all products are sold at the lowest possible price

• To provide customers with the merchandise and services they want, when, where, and how they want them

• To offer the largest range of products

• To create exclusive merchandise only for certain customers

In a multichannel retailing model, what differentiates it from an omnichannel approach?

• Multichannel retailing integrates the channels for a seamless customer experience.

• Multichannel offers distinct, non-integrated channels for customers to choose from.

• Multichannel exclusively uses online platforms to reach customers.

• Multichannel focuses only on in-store shopping options.

In the context of customer mindsets, which of the following is most likely to describe someone who purchases products based on their friends' and family’s opinions, as well as reviews from social media?

• Impulse Buyer

• Comparison Shopper

• Follower

• Innovation/Trend Buyer

Which of the following best describes a situation where a customer makes a purchase decision quickly, typically for inexpensive items that are not of significant importance?

• Comparison Shopper

• Impulse Buyer

• Innovation/Trend Buyer

• Loyal Customer

A customer has visited a retail store multiple times but hasn't made a purchase. Instead, they have been comparing prices and products online before making a decision. Which customer mindset does this behavior align with?

• Impulse Buyer

• Comparison Shopper

• Recreational Shopper

• Loyal Customer

Which of the following is an example of a technological tool used by retailers to improve the customer experience?

• Providing printed receipts for every purchase

• Using social media to post customer reviews

• Self-checkouts allowing customers to scan, pack, and pay for merchandise

• In-store employees manually writing customer orders

In the customer loyalty life cycle, what is the effect of a poor customer service experience?

• The customer is likely to remain loyal to the retailer.

• The customer might return to the retailer for a second purchase.

• The customer may share their negative experience, damaging the retailer's reputation.

• The customer will recommend the retailer to others.

During the five-stage decision-making process, a customer is comparing prices and evaluating product quality across various brands. Which stage are they currently in?

• Recognizing a need

• Search for information

• Evaluate alternatives

• Review decision and experience

In a retail scenario, Nora receives a customer complaint about a damaged product. How should Nora handle the situation to deliver high-quality customer service?

• Ignore the complaint and move on to other customers

• Apologize for the inconvenience and offer a solution such as a replacement or refund

• Tell the customer it is their responsibility to inspect the product before purchase

• Apologize but suggest the customer deal with the manufacturer directly

A customer’s positive interaction with an employee in a retail setting leads to them returning for future purchases. Which of the following is MOST likely to have caused the customer to come back?

• The retailer's advertising campaigns

• Positive product reviews online

• Consistently high-quality customer service

• The customer received a special discount on their first visit