問30
頻出度★★★
店舗での陳列, 販促キャンペーンなど, 消費者のニーズに合致するような形態で商品を提供するために行う一連の活動を示す用語として, 適切なものはどれか。
平成28年度 秋期 ITパスポート試験 問30
ストラテジ系経営戦略マネジメント › マーケティング
This question's explanation and your answers so far.
解説
問 30
Incorrectア
Targeting refers to the activity of segmenting the market and then selecting the customer group (target market) that the company aims at. It is a way of thinking at the stage of deciding whom to sell to, and it is not a term that denotes the shaping of how products are offered, such as display and sales promotion.
Incorrectイ
A dominant strategy is a store-opening strategy that concentrates outlets in a specific area in order to gain a high market share and management efficiency in that area. It is a location strategy aimed at dominating a region, and it is not a word that represents the series of activities of offering products in line with consumer needs.
- ウ
正解 The correct answer is choice ウ, Merchandising. Merchandising refers to the series of activities carried out to offer products that match consumer needs, with an appropriate assortment, quantity, price, timing, and place. The in-store display and sales-promotion campaigns mentioned in the question are part of shaping how products are effectively delivered to consumers, and Merchandising is the term that covers the whole of this product planning and selling activity.
Incorrectエ
Logistics refers to the activity of managing the flow of goods, from procurement of raw materials through production, storage, and delivery, from the viewpoint of overall optimization. It is a concept concerning the mechanism for transporting and delivering products, and it is not a term that represents the consumer-facing product-offering activities themselves, including display and sales promotion.
ここがポイント
- Merchandising is a marketing term that refers to the series of activities (product planning) of offering products that match consumer needs with an appropriate assortment, quantity, price, timing, and place.
- Targeting (selecting a target market), the dominant strategy (concentrating store openings in a region), and logistics (managing physical distribution) each cover different scopes; distinguish them by their definitions so as not to confuse them.
用語